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Today our topic is related to planning! Which took us awhile to realize that you actually need a plan to make strides in your business. And this doesn’t mean that on January 1you buy a fancy marble printed notebook and by January 14 it starts collecting dust in your drawer.

Today on the 360 Health Biz Podcast, we discuss how planning can help you with your goals...for the rest of 2019 and starting 2020 with a bang! To determine what a kind of life changing experience this can be, we have Amber McCue, Founder of the Planathon here to go deeper into why we need to plan and set goals.

Amber stated “when we put a plan in place for our business, research from the state of the small business owner reflects that you will grow over 60% faster than if you don't put a plan.” MIND.BLOWN.

By planning out what you want to do with your business, it will help you grow faster, implement faster and you'll carve hours off the time you would otherwise be spending trying to figure it all out. Rather than flying by the seat of your pants and feel like you need to launch something new every few months, you need to be PRO-active instead of RE-active.

You just step back and plan first.

And it’s okay to start small. This means starting with micro moves and micro plans to get us ready for the macro plans. This could include breaking down five things that you need to accomplish this week to move closer to the goal that you're working towards. The small steps prepare us, and as we think about the plan for the year, you lay out the rocks.

So are you ready to start planning? Tune into the episode to hear all about Amber’s planning strategies and amazing event, the Planathon which just started!

From single mom at the age of 18 to owning two companies that allow her to work from anywhere. Today Amber runs her businesses from Africa, where she currently lives with her family. Amber is the founder of theplanathon.com, threeboudoir.com empowerandrise.com and coaches at ambermccue.com. Through her books, speaking, and in her coaching programs, Amber partners with business owners around the world who want to get more done, realize their dreams, and get freedom for themselves.

Christine: Hello everyone and welcome to this brand new episode of 360 Health Biz podcast and it is moi today, Christine with my beautiful hostess with the mostess, Kendra Perry who I love dearly, who makes me laugh, is super sexy and who's just really, really cool basically.

Kendra Perry: Okay.

Christine: Then to blow your mind today even a little bit more we have a fantastic, fantastic, fantastic guest today who I had the honor of meeting just a couple of weeks ago, blew my mind, zebras and everything. We will fill you in. And I will introduce her in just a little bit, but before we're getting started on an amazing juicy topic today as well, we want to appreciate you because you have been giving us some love. So Kendra take it from here.

Kendra Perry: Yeah, so we have a really awesome five star review from our biggest fan. We've already given her a shout out on this podcast but she deserves two shout outs because she's awesome.

Christine: Totally.

Kendra Perry: And her name's Angela Brown and we were just saying before the podcast that she seems to take everything we teach and then implement it. I almost think we should bring her on as a case study because she's so-

Christine: I think we should.

Kendra Perry: I think we should. We should talk to her. She's probably like, "Oh my God." Anyways, so Angela Brown says, "Best podcast! Exclamation mark. Seriously love this podcast. I learn so much every time I listen and you guys are so genuine and real and make it easy to listen and learn. Your content is always incredible. Love you guys." And of course we love you, Angela. Thank you so much for being our fan.

Christine: We love you. Totally. We totally appreciate it. It's just the best thing ever. I feel really special. Thank you. So our guest today is the absolutely wonderful and amazing Amber McCue. So let me dish her official bio for you here. From a single mom at the age of 18, Amber, to owning two companies that allow her to work from anywhere. Today Amber runs a business from Africa where she currently lives with her family. She is the founder of the planathon.com, threeboudoir.com and powerandrise.com and coaches@ambermccue.com. So through her books, speaking in and in her coaching programs, Amber partners with business owners around the world who want to get more done, realize their dreams and get freedom for themselves. I mean what is not to love about that? Right? It's like yeah, sign me up.So today our topic is related to the first URL that we talked about, which is the Planathon and Kendra and I... Well for Kendra probably not, but for me it took a little bit to really realize that I need a plan and at the same time I think I have a planner for every year. And I use it from January 1st til January 14th usually. And they're really beautiful planners. I have the desire map, I have the [inaudible 00:03:04], all kinds of different ones. The passion planner, I think it's called, really beautiful things. I just never do it. And so I'm really excited to learn about, first of all, how planning can help you with your goals because I think a lot of us, we just don't realize how important and how... What a kind of life changing experience this can be and then Amber is obviously hopefully also going to walk us through how you can do that and her amazing program, the Planathon which is going to start very shortly. So super, super excited about this.

Amber McCue: Yes. Oh my goodness. You are so not alone in your practice of, "I've got a new planner." 14 days later, what planner?

Christine: I know. And then it's like September and I'm like, "Aah."

Amber McCue: So true. And it's so funny because in the Planathon, right, we've got a group of people who are... 15,000 entrepreneurs come together every year and are preparing for the year ahead. And there are some good reasons for it because for those of you that may not think you need a plan, I want to invite you to rethink that, because when we put a plan in place for our business, research from the state of the small business owner reflects that you will grow over 60% faster than if you don't put a plan.

Christine: Well Kendra we need to screenshot this later because it's just like-

Kendra Perry: I can't do this and screenshot at the same time.

Christine: [inaudible 00:04:33] Excited. It's like, "What?"

Amber McCue: Yeah.

Christine: And I think I read this study before, but it's like again, what? It's crazy.

Amber McCue: I mean and I was like are you sure? Let's dig into that a little bit more, but there's so much research out there that supports you'll grow faster, that supports you'll be able to implement faster and you'll carve hours off the time you would otherwise be spending trying to figure it out while you're implementing. If you just step back and plan first. And I talk about it and this is a phrase I'm sure people have heard before, but slow down to speed up. Right? Yeah we've got to slow down a little bit. We're going to breathe. We're going to be intentional. Because I don't think it's the... It's not the act of planning and putting everything in a spreadsheet and putting it on the calendar. But what happens is we go into a different space in our brain and we're thinking strategically and we're stepping and elevating into that visionary CEO role. And it just gives us so much fuel for growth.

Christine: I'm excited [crosstalk 00:05:32].

Kendra Perry: Yeah I really love that.

Christine: Tingling all over. Say that sentence again. Too slow for speed? Is that it?

Amber McCue: Slow it down to speed up.

Christine: We need a teacher.

Kendra Perry: It's so good. Because we were saying before we started recording, like I haven't... I'm not the best of... I'm not a good planner. I fly by the seat of my pants. But how I felt all of 2019, well it was a very successful year for me in business. I felt like I was in this reactive state because it was just like, "Oh crap, I need to launch this" and "Oh my God, this is coming up so I can't launch then." And I was trying to just work things around and it was just... I ended up having to launch a course when I had all these trips in the middle of it. So I was in the mountains for seven days and I came flying out of the mountains after technical disconnect to launching and I was like, "This is ridiculous. Why am I doing this?"

Christine: I don't know how you did it.

Kendra Perry: And I don't want that for 2020. I don't want to live in a reactive state. I want to have at least somewhat of a framework.

Amber McCue: Yes. It's so funny because we actually in my program, Freshly Implemented, we had a client who was launching and going on vacation at the same time. But as she was getting closer to the vacation she realized, "Oh my goodness, I'm not going to have internet for five days." So one of our team members, a mentor in Freshly Implemented stepped in and said, "I got you. I'll watch your ads for the week." So we were backing each other up. But one of the simplest things that we can do, and we actually do this together in a live workshop at the end of the Planathon, is just look at the months, January through the end of the year and put your rocks in there. Right? I'm going to Bali in October and I'm going to be in the States for an event in February.So you don't overlap and then weave everything else around it. For us, one of the rocks I put in is every Fall, we are hosting the Planathon. So no trips, family. And don't think that you're going to get extra love from me during that season. I just let everybody know. And friends, everybody knows at this point. So putting those big things on. Because I do not think it's important or necessary to go into all of the details for the entire year, just put the rocks on there, position things around. And then we go into details for a shorter period of time, which we can dive into a bit too. But I think if you just put those rocks in place and start to move things around it, you'll at least have the big picture.I got to say, confession, the first many years of my business, I had way too much on that calendar. And every year I got a little bit smarter and a little bit more realistic and I got a little bit happier in my business and in my life at the same time.

Christine: Yeah. And I'm already seeing that October is going to be pretty full because I already have a conference in October and I know that I also want to do the retreat for my team in October. So I'm like, huh, wait a minute. So it's already, I'm like, damn. But you're right. Less is definitely more. And I feel what happened to me this past six months was I just wanted to focus on my business and suddenly everything happened and it's just proof that life happens. So just make sure you leave that breathing space, I think is just a really wise kind of tip.

Amber McCue: Yeah, it's so true. And in Planathon time, this is the one season... I think Christine, I mentioned this when we were in Tuscany together a couple of weeks ago. This is the season where my hours quadruple and I don't sleep well just because I'm so engaged and so excited about what's happening. I bust out the melatonin. So it's okay if you have a season like okay, this is going to be a little bit more intense than the others. But I know after that I get tremendous breathing room and I get to go back to serving my clients in a very big way and not right... We joke that stretched too thin is a kind of skinny. This will never be in. This way, but we're going to have bursts of our calendar where this is going to be an intense time. But when you look ahead and you forecast, you can plan for that and prepare to take care of yourself and take care of others and take care of your clients while that busy season is happening. So another benefit of, let's think ahead and plan together.

Kendra Perry: Yeah I love that so much because I'm all about lifestyle. I like minimalism in business. I don't want to work seven days a week. I don't even want to work five days a week. And I'm very... My self care, my lifestyle is very important. So I like what you're saying about kind of working your business around the trips you want to do and the things that are important to you from a personal standpoint.

Amber McCue: Yes sure.

Christine: So let's talk a little bit about... Well first of all the statistic is intriguing to me. So why do you think is it that your business grows so much quicker when you plan? Why do... I understand that you have a little bit more structure, but what for example would be a good... What would be a practical example of maybe a client that you worked with and you planned... You didn't plan one year and then you did the next. What happens exactly?

Amber McCue: Oh my goodness. One of my favorite clients. I got a lot of favorites. [crosstalk 00:10:59] Sarah, she is an author and she also runs courses for authors. You can check her out at heartbreathings.com if there are any authors in the house. And we talk regularly before she steps into a project about all right, what comes first? How do I position this? Because she's writing and she's serving authors at the same time. So how do I keep writing and I teach and I engage and I support this community? So she has just... Every year I get a little bit more structured, get a little bit more thoughtful about that plan. And I mean she just had tremendous growth and success in the last year and it is her success to share the details on. So again, go check her out.But what I can see is that when we are intentional and we're mindful about it... There's this thing, where actually I was working with a coach once and he said, "Your goals are too realistic. Give me the big goal because that's what I want to help you reach." I'm like, "Well here's my big goal but I also want some things that are realistic because otherwise it's like, okay how am I going to get there?" And we get disconnected from where we are today. And what I find is that yes, stretch it a little bit, but it's also okay to be realistic about the near term goals and milestones, because it's achievable and it builds confidence and it builds momentum. And being intentional about these near term goals, which is exactly what Sarah and I are kind of constantly breaking down in our planning goal conversations, helps us build step upon step so that you can get to the big goal. Right?It's not that the big goal and the big vision isn't going to happen, but we've got steps to take to get there. And I think sometimes it's easy to think super big and to go super big and then it's totally overwhelming and it's totally confusing. Like wait, which road am I going down? How am I going to get there? What path? And I'm a big believer in driving one car at a time because how many cars can you drive at a time? And if you try to drive five, how in the world is this possible? So what's the one thing, the one car, the one destination that we're trying to get to right now, knowing there's something else coming. Right? This isn't the end all be all, but keeping the focus as we go.

Christine: Yeah, and I think for example, I'm a very organic person. So I'm not linear at all, which means that I always have two to three projects at the same time. And it's kind of my way of working. And for a long time I thought that wasn't legit because we are taught the linear way. But it is also a big risk for me to get completely sidetracked. Right? So I allow myself to not just have linear structure. I always have two or three things on there and I bounce from one to the other whenever creativity strikes me and motivation. But I do need a kind of refinement because otherwise it just goes everywhere all over the place. So that makes total sense. And I do like that metaphor of one car. It's totally true. Absolutely yeah.

Kendra Perry: Yeah.

Amber McCue: It's interesting-

Kendra Perry: I was just going to say, I'm thinking of some of our audience who maybe with their business, they're just working with one-on-one clients. So maybe they're wondering, well what am I actually planning for? What are certain things that people should be thinking that they actually need to plan for at the beginning of the year or on a given day in their business?

Amber McCue: So a few things that immediately come to mind are how do you want to live your life? Right? So it's how you're operating and how you're showing up right now in your business with your clients, in alignment with the goals that you have. So many people start businesses for a little bit of freedom. And I can totally speak from experience that this... I was a workaholic in corporate. And I had to overcome that and really reset. How do I want to show up? Because when I am showing up in alignment with who I am and I'm operating in running my business in that way, it's just going to... It better serves everyone, especially my clients.So I think how you spend your day, are you working at optimal times? For a long time, when I started my business, I never get any time. Sure you want to meet at night? Okay. Maybe not the best thing all the time. Sometimes in busy season, but really thinking about how your day flows and getting structure around that. Something else, your marketing efforts. Big time, got to plan the marketing. We don't market, things get [inaudible 00:15:44]. So constantly having a system in that. And I've got two different ways of marketing. One, in my photography business is very dialed in. We can turn it on, we can turn it off. A couple of weeks ago, Facebook turned it off for us, so we're resetting. Anything can happen, which is why you want to have a plan and maybe a couple of backup plans. And then in the consulting business we don't have that faucet. Right?It's very much more launch mode. Is that how I want to run my business and my life forever? I don't think so. So I'm doing some planning around that. I very much like my faucet in the photography business and I want a faucet in the consulting business. So think about your marketing and is your marketing working the way that you want it to? And start building a plan and a backup plan for when things get a little bit off. I know oftentimes I hear from people who have one-on-one clients who get fabulous referrals, until they don't.

Kendra Perry: Yeah.

Christine: Yeah.

Amber McCue: Something happens, right? And it's not that you did anything wrong, but I'm not getting any referrals right now. Okay let's have a couple of different marketing channels in place. And the third thing that I think is really important, is to have a revenue plan. And your marketing plan and your revenue plan sync right up. And again, it's not about putting numbers in a spreadsheet or having numbers on a whiteboard, it's about getting intentional about where you want your revenue to come from and how you want to serve your clients.

Kendra Perry: That's so good. And I love what you said about referrals because I think referrals are fantastic, but I do see a lot of health coaches, especially relying too much on referrals. And to me, just relying on referrals is almost like relying on hope to drive your marketing and attract clients. Because you're like, "I hope someone's going to refer me." And I've had coaches be like, "Yeah I've just been getting referrals." And they think it's just going to like, that's just going to happen forever, but it's not reliable, and you're not actually like you said, being intentional. You're not going out there. And it's out of your control like you're relying on someone else. And I'm like, that's just not a way to run a sustainable business. And you're right, it does dry up, and then people are just like, "I've got nothing."

Christine: Yeah. And it's very rigid. I think that referrals they know exactly the experience, the one experience they had when working with you so other people experiencing exactly the same thing, although you evolve. So I still get referrals from the babysit business, which was three years ago. I haven't done that for three years, but people still, they don't catch that you change. So it can be quite disappointing actually also when people come because they've been referred to you, and you don't offer a certain service anymore or you've just evolved or your price has changed, you know? So it's a tricky kind of thing I find.

Amber: It is super tricky, and I love that along this referral conversation and thinking about how we want to structure our days and our weeks. Also from the state of the small business owner report. This is a great study that they did. They also revealed that businesses who are growing year over year consistently are spending two days a week on sales and marketing activities. So I sort of start to look at that as the average of the year because I've got some launch seasons where I'm totally spending more than two days a week on marketing. But on average over the year, and I'll flip back into client service mode so time on marketing goes down a bit, but I'm about average two days a week. And it's powerful, right? When you're showing up consistently, when you're engaging with people consistently, what that can do for a business. Again, getting to what you were saying, Christine, being super intentional about what you want to communicate and what you want to share with your audience to attract the right person.

Christine: Great, great. And I do like that too. It makes sense to me like I do less, I have to say, but kind of yes and no. Intentional like scheduled you set everything new content going out is once a week. But then I also catch myself having one other day where I will do a longer Instagram story or where I will do a specifically more elaborated post on Instagram or something like that, you know? So I think, and at the moment my funnel is working really well, like I have lots of preliminary calls booked. I don't know what's happening, but I think it's all connected to that.It takes a little bit of time to kick in, but there's definitely a lot of truth to it. So let's talk a little bit about the Planathon itself. Right? So I love the word, Planathon. It's like, okay [crosstalk 00:02:38].

Kendra: It rolls off your tongue really nice.

Christine: Planathon, super nice. So tell us a little bit about how does it work? What is it? Is it a product, is it a service? Is it a workshop? What is it?

Amber: Yes, we ... I like to think of it as an event. And someone came to me later and said, "Oh, it's like a virtual summit." Like, "Oh yeah, I guess." But it feels so much bigger. Engagement and connection in this community blows our minds every single year. In fact, we have a team, the A team, helps engagement and just making sure everybody's taken care of in the community during the Planahton. And just yesterday a team member said like, "Oh boy, it's getting busy." Yes, we have a goal to connect with everyone in the community. So when people are engaging and showing up, we are there, and I am there a lot to participate because planning together is a whole lot of fun. And that's what this is about. We bring together a community of entrepreneurs to plan together because when you're in a group, I mean we know this, right? When you're in a group of people who get it, it starts to feel a little bit easier, and some of that, "Oh Okay, I'm not alone anymore," because I just sit at home alone a lot and do my work.So there's that opportunity for connection. But structurally it's over five days. Actually, we spread it out over seven days. But there are five core days where every day five speakers take our virtual stage and help you plan in one area of business and life. So that is what's hap ... So five videos a day, five speakers taking our virtual stage, and the first day is my favorite day because I am in there connecting most on that day. And that's when we do some of the strategy and the big picture thinking, and then we bring it back at the end of the Planathon with a live workshop where, Kendra, you brought up at the beginning we're going to break down the strategic roadmap for the year. And we've got something super cool that we built this year, which is we're going to break down in that live workshop your modern CEO must do list because so many of us have more than we actually need on the to do list. So we're going to look at based on your stage of business, what should you be focusing on?

Kendra: Oh, that's so sad. I love that. I feel like people are really like obsessed and weird about their to do lists, and they just like create these big to do lists because they love to check things off of them. And I can't even ... When I see people's to do lists, I like, my adrenaline goes up.

Christine: I know. I am not a list doer, but I have one. I actually posted it just today on Facebook, and it's stupid. It's like measuring my fucking garden furniture because I need to find covers for the winter. I'm just like, "How can I outsource this? Like who can I [inaudible 00:05:33] to do that shit for me?" I just like [inaudible 00:05:37]. But, no, I absolutely love it. And just to comment, your speakers are awesome. Obviously there's a really exciting sleep coach who was good. But you have some really big names as well, so give us some examples for people who want to sign up.

Amber: Yes, absolutely. So Amy Porterfield is going to be there speaking on how to grow your list, a key piece in the online world if you're running an online business or even an offline business. So we've got Amy. We've got Denise Duffield-Thomas. Denise always comes out with something magical. So that's going to be the last presentation, like what is Denise going to talk about this year? And it's always mind blowing. So Denise Duffield-Thomas will be there speaking about money and money mindset. We've got Susie Gray coming to speak about your brand fingerprint. How do you really, as you were talking about, Christine, get really known in the market for that thing that you want to be known for and that thing that you do well. There are so many.

Christine: There's so many. Literally when I saw the lineup I was like, "Oh my God, I'm so honored to be part of that."

Amber: Incredible talent. And that's the thing. That was also part of how the Planathon was born. Like there are really cool people doing really cool stuff. Let's talk about it very specifically in the context of getting a plan together. So that's every topic is what is a step you need to take if this is your focus for the year ahead.

Christine: I love that.

Kendra: Yeah, and it's such a good topic to talk about because you know we're recording this at the end of October, and probably when this drops it's probably going to be closer to December. And, you know, we're kind of coming to that crazy Christmas season where everything is overwhelming, and sometimes the business goes on hold a bit depending on what industry you're in. But then January comes, and this is like new year's resolution time. This is when the gyms are packed, and everyone has these big goals that come like February or maybe January 14th like Christine.

Amber: You're out of it.

Kendra: It's kind of out. So is January a really good time to start planning for like when do people have to start thinking about their plan? Like should we do it now or should we wait until the new year? Let me know.

Christine: Actually we're going to squeeze this episode in, so I talked to our assistance. Are we going to squeeze it in so that it's before the Planathon launched so when people listen to it they can actually sign up. But it is a good question, why now and not January?

Amber: Now. It's so funny because when we first ran the Planathon it was like mid November. I'm like, "Okay, I'm going to host this and that in December. Is that good timing for everyone? No, we want it now." So I'm like, "Okay." And over the years we backed it up just a little bit because the holidays get busy. Right? Thanksgiving in the States, and there's some stuff happening as we move toward the end of the year. So it's the last week of October into the first week of November.

Kendra: This is soon.

Amber: This is next week.

Kendra: Awesome. I'm in. Where can I sign up?

Amber: I'm going to tell you, I actually did full on intensive planning back in July of this year. And it was the best thing ever because I was planning for the Planathon, and I'm updating some of our content, and I'm working on the Fresh Start workbook that we share. And I went deep because when the Planathon comes I get a little bit busy. So I'm like, "I'm going to go deep right now." I always go deep in December as well. But I went extra deep this July, and it was incredible. Our team is already moving forward on some of those things to set us up for 2020. So I'm implementing, but we're also thinking ahead, right? And what you were talking about, Christine, we don't run linear businesses. But it's sometimes really helpful to help us get our brains organized and help people understand what we're doing if we have some linear descriptions of what it is.So I put that together in July, and now we've got a couple of things going. Our focus is super clear. We are absolutely in the Planathon car, right? So the sooner you plan, the sooner it's going to help you determine this is the car I'm driving right now. Okay. But maybe I need to take a detour or I'm going to just pop over here for one minute, but I've got to get back in my car as fast as I can. And that's going to ensure you get results.

Kendra: Yeah. I love this too because I know for health coaches especially, especially newer health coaches, like this isn't so much true for people when they get more established. But November, December can be more quiet times, right? This is the time where people are like, "Fuck health, I'm going to drink that beer at eat the fucking turkey," you know. So they're not investing in a health program. January, though, is massive. So obviously January would be the worst time to start planning because that's when everyone's coming in the door. This is a perfectly timed Planathon for our health coach community because November, December. You know, if you don't have that many clients do something that is going to actually help build your business and start to plan. I love this. I'm so on board.

Amber: Yeah, and we see each other that week, Kendra, actually, so we can actually exchange notes.

Kendra: That's so fun. I did also have a ... I have a friend who's starting her fitness and health coaching business here in Ethiopia, and she said, "Hey do you want to join?" I'm like, "Yeah, I'm definitely joining the next round. I got some goals." And she said, "Okay, you do want to start in November, December?" I'm like, "January, January please." And she's like, "Oh yeah." It's to your point, exactly, like things just kind of start to bake. And we need those breaks. Again, slow down to speed up. And I put rocks in my year for every December and every July. I slow way down because [crosstalk 00:11:26].

Christine: I love that, absolutely. And I think it's going to be also, you know, you have beginners where it's literally, "How can I make my business grow and structured day to day," and we evaluate. So one rock could literally just been having a reevaluation day of everything, seeing what has worked and what hasn't. And then for people who have bigger teams already, it's more of the CEO cap as to, "Where is my company going right now? What is the flow? What do I need to connect with? How do I grow it? How can I serve my team?" You know, so I think this really works on every scale. And I love also the fact that you can just take a break, you know, and that you plan for a month to just be intentional about evaluating what is happening and allowing yourself maybe also to say, "Okay, I need to redo this."It's, I've probably seen it this way, but it's not working. So being open and being, yeah, allowing, giving yourself permission to actually shift in case it's not working. So do you have like a second Planathon in the middle of the year?

Amber: We actually ... People ask about that, that's so funny. One year we did sort of a mini Planathon, but it's just not the same. And then this past year we did a reflection event where you're checking in on all of those things. And that was a really enjoyable experience. And the power of reflection is huge. And if you start from a plan, if you have a revenue plan, if you've got like these are my marketing plans or this was all the stuff I had on my calendar, it's not quite working, you have a foundation that you can reflect from and reassess. And I think you're spot on. When you start to capture those things, when you start to capture the data, like where are my leads coming from? Okay I got to get some more leads over here because I have all my eggs in one basket or I want to stack some things, that is really powerful.But it all starts with writing down the initial plan and then building in those checkpoints to come back to it. And I actually recommend people ... We started, actually my clients and I, we started reflecting quarterly because I believe in building out quarterly, more detailed quarterly plans than the whole 12 months. And we were doing some reflections. I was like, "We should actually do this every week." So I reflect on those areas of my business and my life weekly now. And that's powerful too for the micro adjustments we want to make.

Kendra: Yeah I think it's really important. And I actually started using a planner for the first time. It's the Best Self Journal. And I'm also very interested in your journal because I know you have a planner as well. But it's cool because at the end of the week it's like what were the wins and like what were the lessons learned? And it honestly helps.I'm like, "I did this, and that didn't work. I reacted really poorly to that. So I obviously need to meditate more because that was super reactive. And that didn't work." And like, you know, that sort of thing. And I just love that reflection. And it also has something where it's like, "What am I grateful for today? What am I grateful for tonight?" And I think it's really important because, you know, we can kind of just get in that go, go, go sort of space. I think we're all kind of socially conditioned for that. But, you know, I wish I had known more about the importance of planning when I first started a business because I kind of just let things run. I was running it, but I just was chasing things. And I ended up building a business, like this monster that I fucking hated.And it was overwhelming. It wasn't in line with my lifestyle. And I was just like, "What did I just create?" Like, "Sure, I'm making a lot of money, but this is actually not what I want." And so I had to really rethink and start pulling things off my plate and really think about what type of business is actually going to support my lifestyle. And I think that can happen when you're new and you're starting a business from a place of deficits because you're broke as fuck and you're like, "I just need to get clients and get money." So you end up chasing a lot of things that maybe aren't necessarily in line with that bigger purpose, right?

Amber: Yeah.

Kendra: And I think for me, I didn't even ... I thought I knew my bigger purpose, but I didn't really. And it kept evolving. And, Christine, we talked about this as well in Tuscany. I, my bigger purpose just came to me two years ago, and I've been in business for 10 years. But I knew it was coming, and I knew I would figure it out. And I was careful though not ... I would check myself because sometimes you know those workaholic things would come in like, "Okay, no. Dial it back." Reflection helps identify those things sooner, and there are totally things that I held myself back on because I knew it wasn't the thing. For example, someone, my clients at one point said to me, "Okay, now you need to create the bigger mastermind." Yeah. What the fuck? It's not time yet. I'm not ready. And, you know, they listen to what your audience is asking for, and yes. And also check in with what you want and what is in line with what you're ready for. And fast forward, you know, years later, okay I'm ready. It's not all right on time.

Christine: I love that. I've just been talking about it today, you know, where you need to be confident in whatever it is that you do, whether it is product or service, you know. And I am the believer of high end. I mean I do charge high end prices, but I would never have been able to do that if I hadn't been confident enough to do that. I wouldn't be able to sell it that way. So I really love that too, sometimes go against the mainstream kind of advice and go against your inner gut feeling saying you're not ready yet. And it's fine not to be ready yet. I really think that it's an important message to share and again, you know, to slowing down purposefully and really checking in and seeing and staying in that alignment. For sure. I love that.

Amber: I love how you phrase that. It's okay to not be ready yet. And that's why I think those micro moves and those micro plans, they get us ready. The small steps prepare us, and as we think about the plan for the year, right, you lay out the rocks and you put in the launches. And then you bring it back to 90 days. I'm a big believer in breaking down your 30, 60, 90 day plan, right? All the way back to corporate. Lots of great leaders who were using that strategy and it was powerful because you get momentum fast. But sometimes a 90 day plan is even too much, right? If you're just starting out you can't even see three ... I don't know. Like, I don't know. What do they want? Okay. Talk to your clients first or talk to who you think your target audience is first. Then come back and build a one week plan.Okay. And after you get through that two weeks, three weeks, and then continue to build it out. So you can think ... And it's a still contrary because we're like, "Think big, you can do anything." Yes. And you can also start small because like we said, these things add up and confidence builds. And you can go bigger. And new opportunities are opened to us little by little as we're taking action. So I think that's really the key piece for me. Build the plan and take action on that plan.

Kendra: It's so true. I love that. And so how about some like actionable steps for our listeners? I know what actionable step number one is. It's to join the Planathon. We know that. But like what are some things, like what are some small things people can do to kind of put the stuff we're talking about into action right now?

Amber: Yeah, 100%, so if you ... And this is really where we get into customization, right, of what's going on for you and your business right now. But if you don't have any, no plan, I got nothing, like, I don't know, think about your vision, right? Even if it's not fully baked yet, it's okay to think about where you want to be going. I have this analogy when we were on a safari in Masai Mara Kenya, the driver was totally lost. He had no idea where we were going. He was so apologetic and [crosstalk 00:19:33].

Christine: That's reassuring.

Amber: All right guys. And he literally said, "You're trusting my little brain, and I don't know. I'm so sorry." Here's where we should be going. Like this is kind of what we're looking for, a big tree off to the left. There's a tree [crosstalk 00:19:52], but the whole time my husband and I are like, "This is good." We were enjoying every minute of this ride. And that's what I want for us in our businesses. And, "Oh, over there, Oh, there's a cheetah." The guy goes, "See the cheetah," and Simon, "Sorry guys, we're going to be late. This isn't safe for us to be in the park," but we detour a little bit. And then there's a pack of lions. And, "Oh gosh. Okay. We got to stop for the lions that are right in front of us." We go a little bit further, and we see the hippos in the river that we have to cross to find this tree.Okay, that's a little scary. Just like in business, right? We're making steps forward. We don't quite know where we're going, but we have this idea of a destination in mind. And it might be a mirage, but it's going to get clear and clear the further we, the closer we get to it. Even if we don't know what exactly. Just one car, little detours, right? But stay in that car. And I think that creating that vision, even if it's foggy, so important. And then you take action steps to move closer to it. But what action steps am I taking? Put those rocks in your plan. Then bring it back. Build your 90 day plan. If you can't think 90 days out, start with a week, start with two weeks. And then after you have that personalized plan in place, right, very, very much personalized. Business is not one size fits all by any means nor is our life. So we want to marry those things up.Then you work it every single week. And I highly recommend you take 15 minutes every Monday or Sunday if you prefer. I'm a Monday girl because I'm still weekending on Sunday. And a breakdown, these are the five things, five things, three things, right, that you need to accomplish this week to move closer to the goal that you're working towards, which also means you've got to have a goal defined. What is it that we're even working towards? Again, I think the goal should be a little bit closer and crystal clear like the milestones along the way on our journey to the big tree.

Christine: I love this. It's not overwhelming either and I love. You know, we had this discussion, as you said, in Tuscany that your goal doesn't have to be defined yet. And it doesn't necessarily need to be I'm going to save the world. I'm going to save the planet. I'm going to be the next super role model for women or whatever it is. You know, sometimes you just don't know, but you know kind of. You know at least the feeling, you know, and that is enough. I love that. I really do.

Kendra: Know the feeling, and that's enough. Yeah, and clarity will come.

Christine: Yeah, I think that too. This is amazing. So tell us, how does this thing work now? What do people do? So we are airing this for our next episode I think we squeezed it into. So what do people do?

Amber: So, you go to theplanathon.com and sign up. And then we're going to guide you through the process. We're going to share with you the link to the Facebook group. And we keep it on Facebook just it's accessible, it's super easy for people, and it's all happening there. Speakers are going to take the stage, and we've got extra materials for you as a part of that, some extra worksheets as you're working through and building your plan. So we'll share with you a 90 day plan template.And if you've got all of the ideas, and you're not quite sure what your next move is, we're going to help you prioritize and give you a framework to think about, "All right, this is what I should be focused on," versus all the things. So we're going to just guide you through it. And I want to remind you and encourage you in all areas of business and life. You don't have to do all of the things in this plan.

Christine: Oh, I love that.

Amber: So we're a lot of speakers. Don't try to watch all of the videos. Watch those that are relevant to you and your business right now because you're going to get exactly what you need out of it.

Christine: I love it.

Kendra: I love it so much. I'm going to sign up. I'm so excited to plan. I never thought I'd say that. This is crazy.

Christine: I can see you being a great planner, actually. It's so funny.

Kendra: Yeah, oh my God. I should get my partner. He has an online business too, and he's like super into organization. This might actually be the perfect thing for him like totally geeking out.

Amber: I mean from social media to mindset to money, covered.

Kendra: Awesome. I love it. So everyone should go sign up for the Planathon. Me and Christine will be involved. Christine, you're speaking there. And one more thing I want to note before we leave today is since we, this episode is going to be going out on the end of October me and Christine are going to be in person at the same time, which is a fucking unicorn. We're basically looking at the functional diagnostic nutrition conference in San Diego. So if there's any FDNs out there who are attending the conference, we're going to be speaking at 9:00 AM and 10:00 AM on the Sunday. And make sure to come up and say hi to us. We can't wait to connect with you, hang out, and actually like touch your face.Well we won't do that. But like, you know, like hug you, you know like embrace, like connect in real life because through the computer screen is just not the same. So we're [crosstalk 00:25:13]. Yeah, I'll be like, "Eww," but, no, it's going to be great. We're really excited to hang out with all of you guys. And, Amber, thank you so much. It's so cool. Thank you so much for being on our podcast because you're in Africa, and I have no idea what fucking time it is there, but hopefully you're not in the middle of the night right now.

Amber: It's early, very early.

Kendra: Okay, oh okay. Well, you look great, and I love that we can coordinate so many time zones on this podcast because we're always doing it. So thank you so much. This is awesome. And so theplanathon.com is where everyone needs to go to sign up so that you can get organized for 2020 be 60% more successful. Right?

Amber: Love that.

Christine: All right everyone. So we'll get back to you in a couple of weeks with our newest episode. And please leave a review if this was helpful for you. Please, please, please go to [inaudible 00:26:10] and leave us a fast five star review. Go to Instagram stories and do a little screenshot, and we will appreciate it. Thank you.

Kendra: Oh, and one more thing. So leave a review because we have a contest going on right now. So, if you go leave us a five star review, you know, if you feel like we deserve it, we will enter you into our contest to win. And we're going to send you the 10 business books that we basically credit with building our six figure businesses. Plus we're going to give you a business audit, which basically gets our eyes on your business to look at your social media and website. We're going to send you a report about everything that you need to optimize or everything that is working for you.So I think that's pretty fucking valuable. And all you need to do is go take two minutes of your time to leave us a five star review. So make sure to do that because that's going to go until, I think, like beginning of November. So if you haven't done it, do it now.

Christine: Perfect. All right.

Kendra: That's all I got.

Christine: No, that is pretty much a lot. So with that we are signing out from Canada, Luxembourg, and Africa, or Ethiopia to be correct if we're going to go with countries. So Africa is not ... All right, anyways, hope you have a lovely week, and we'll talk to you again soon. Bye.

Today's episode is about Loom, a free and easy tool to help when you're on boarding new staff. Loom is an extension of Google Chrome for your desktop where you can record whatever you're doing on your desktop with audio. So it's great for when you need to teach someone how to do something - like the client on boarding process.

After you've installed the Loom extension, you can launch Loom by clicking on the icon and you start recording. When you finish your recording, it automatically creates a link that you can copy/past and email to whoever you need to. You can also see when the person you send the video to watches it. You can record a full desktop screen or just a particular window. You can also include a little bubble with your face it in our just your screen! The opportunities are endless!

Don't forget about our CONTEST we have running right now. Leave a review on Apple iTunes, screenshot it and post it to your Instagram story. Tag @360healthbizpodcast in the post and you'll be entered to win! We are giving away 10 of our favourite books that helped us shape the way we do business PLUS a website/social media audit with Kendra (value of $697).

Hello and welcome to this biz bomb and so today I want to talk to you about now tool that I love to use with my assistant and it's called Loom. So L double O, M. And it's an extension for Google Chrome, so you will use it on your desktop. And what it does, it's basically recording your computer screen, so it allows you to have either just your application window or your complete desktop to be recorded.

It allows it to have your little face in a little round circle or just have a picture there. So it's pretty versatile, but what I love most about it is basically you just go into Google, you launch Loom in your little extension icon and you start recording and then when you finish it automatically takes the link, it clips it into your clipboard, and then you can just email that to whoever you need to.

Or you can log into the zoom page because it's an online software and then you can get your link from that, and just email it. You can also edit the videos, but I think it is really, really helpful because I use it with my assistant to give instructions. For example, if I want her to put something that's in photos, sometimes it's just easier to show her. And when we started working together, when I told her my client onboarding process, I would basically just show her what I wanted her to do.

And I still do that to this day. Whenever I have something that I want her to repeat, which could also be how to create a blog post, how to edit a video, how to create a graphic in Canva. All of those things you just basically show and they repeat it, and voila, it's done. And you can even repurpose it if you onboard someone else to the team later on.

So L double O, M. It's what it's at Google Chrome extensions to share and not to share, but to record your screen. Super easy to use and it's a lifesaver. So I hope that has been helpful. We will talk to you soon on the podcast. Bye bye for now.

A lead magnet is often called many things - freebie, free gift, free offer, opt-in. Whatever you want to call it, the purpose of a lead magnet is to get people on your email list and lead them into a sale. A lead magnet comes in many forms – it can be a link or button that leads people somewhere to fill out their information, it can be a download when you subscribe to your newsletter, it can be a contest, a free gift, a web series, a video…the list goes on and on. In today’s episode, we provide 5 reasons why your lead magnet may not be converting and what you can do to change that.

So here they are:

Number one: Your lead magnet is too much…as in it’s too difficult to understand or too long that people lose interest.

Number two: Nobody knows about it because you don't talk about it. Like we have said many times over…you can’t put a sign up and expect people to come. Just like everything else in starting a new business, it requires promotion and needs to be talked about repeatedly. When YOU get sick of talking about it, that means you’ve talked about it enough.

Number three: Your lead magnet has nothing to do with how you serve people or what you sell. An example of this would be you help women with thyroid concerns but your lead magnet is a healthy food challenge that has nothing to do with the thyroid. There's ZERO connection there.

Number four: Your landing page is just bad. There's really no excuse to have a bad landing page these days because you can get so many templates and programs now to make an eye-catching landing page. Here is what your landing page SHOULD NOT include: unnecessary bullshit..no fillers or fluff. It should be about your free gift, download or whatever you’re giving away. And that’s it. And it MUST be mobile friendly.

Number five: The content isn’t valuable - It's just fluff and doesn’t educate or inspire the viewer. OR you aren’t giving them enough information to draw them in. If all you’re saying is “this is my lead magnet – sign up”…you can probably guess how many people are going to sign up. (The answer is zero.) You need to warm people up with the really good valuable content and have them wanting more…which is when they would be interested in the lead magnet!

So how do you NOT do these things and put out a kickass lead magnet? We provide so great suggestions in the episode so you’ll have to listen to find out!

Be sure to follow us on social media were we provide a gold mine of advice on lead magnets, social media marketing & other business tips.

Kendra: Yo. Yo, yo. What's up? 360 Health Biz peeps, It is your girl. It is Kendra Perry, and I am so stoked for this episode of the 360 Health Biz podcast, as always [inaudible 00:00:15] and I am with Christine today, my business bestie and deliciously sexy cohost, who looks like she's in her lingerie, right now, so definitely check- [crosstalk 00:00:22]

Christine: I kind of am. It was too hot. I just took massive woolen over. It's starting to get Fall and crispy cold, but then it's super hot. I don't know. It's weird.

Kendra: It's weird, but you look hot, and so guys, check us out on YouTube if you want to see how hot Christine is now.

Christine: With any means necessary we'll get you there.

Kendra: We have a great topic, as always, for you guys today. We're going to be talking about lead magnets, and for some of you guys, you might know what that is and maybe feel frustrated with it. Then, for maybe some of you newer people out there, you're like, "Well, what the fuck is a lead magnet?" It's very important. You definitely need one in your business. We're going to talk today about why your lead magnet isn't converting, so for those of you who are like, "I don't know what you're talking about, Kendra," we're going to tell you what a lead magnet is. We're going to tell you what does converting mean. We're going to go into that today and give you five reasons why your lead magnet isn't leading to your bottom line.This is going to be juicy, as always. You know, we like to dish out the juice, so that's what we're doing today. Oh my gosh. I think that I think I'm too funny, but anyways. [inaudible 00:01:24]

Christine: I find you hilarious.

Kendra: Christine has a... Actually, we have a review we want to read, and we actually have a very special shout-out for who appears to be our biggest fan at the moment, so we just want to make sure that he knows that we love her and we appreciate her, so Christine, why don't you take it away and read those reviews and do that shout-out.

Christine: Yup, so we have our first review that we want to read, and it's by Biz Underway, and she or he says, I'm not sure, as an FDN, this podcast is giving me the specific information I need to develop my online business presence. It's an exhalation of relief.Biz Underway, we totally get you, and thank you so much for that review. We really appreciate it and are so happy that we're able to help.The other person that we love to [inaudible 00:02:12] and that always makes my day, so I really want to say thank you is Angela Brown, so she's A-N-G, or ang_brownholistichealth on Instagram and she always shares our stories on her feed, it's super nice. Thank you so, so much. We totally appreciate you and love you lots.

Kendra: Love you. We appreciate our fans, and guys, If you want to get a shout-out like Angela, all you need to do is take a screenshot of this episode when you're listening, share it to your Instagram stories. Mention 360 Health Biz podcast, and then we will tell you we love you. We will throw those emoji hearts your way.

Christine: Laughing emojicons, you know, like hearts, stars emoji-

Kendra: Oh, totally.

Christine: All on your way.All right. Let's get going. I think one of the first things is, the first point that we have is what is a lead magnet? I just want to get the vocabulary out there a little bit, because it's called a lot of different ways, but I think lead magnet is one of the most popular ones.To paraphrase it, you could also use freebie. Other people say free gift or free offer-

Kendra: Opt-in.

Christine: ... and opt-in, exactly, and I think those are the words that are used most of the time. Whenever people talk about that, and I find free gift is the most confusing for a lot of people, actually.

Kendra: It is confusing, because you're like, "What is that? What are you going to open up your trench coat and show me your genitals? What's happening here?"

Christine: That didn't occur to me, actually.

Kendra: That's what I think of, but I have a dirty brain.

Christine: [inaudible 00:03:46] I'll never be able to do this again, but yes. For example, I just find it doesn't translate into the business kind of aspect of it.We're going to talk about that today because if it's a free gift, we tend to be a little bit too generous sometimes, and that's one of the mistakes that we're going to talk about.Just to make sure that we know what we talk about, and it's basically, what it is, is when you go to a website, it comes in many different shapes and forms, actually.Sometimes it's very subtle, and you just have a link to click on. Sometimes you just have a button to click on, and it will lead you somewhere else, where you have to fill in your address, and so forth. Sometimes it's like this pop-in thing, and sometimes you immediately have to fill in your name and email address.The most old school one I find is subscribe to my newsletter. That is basically old school.

Kendra: Which doesn't work.

Christine: Which doesn't work. Very rarely, but you know, that's a very old school one, but that's how it started, and I think-

Kendra: That's how it started.

Christine: ... most of us, back a couple of years, a few years, that would have been it on a website. That's what we call basic lead magnet.

Kendra: Primarily what the purpose of it is, is to get people on your email list. People aren't just going to give away their email addresses for nothing, and especially these days. People are pretty hesitant to give away their email address, because there's a lot of people trying to get their email address, so they like to hold onto it, but if you offer something... so, you've got to kind of bribe people. You've got to entice them to join your email list, and you might be giving away a cheat sheet, a checklist, an e-book, a web series, a video. Something like that. It's something that you give for free of value to kind of get people on to your email list so that you can create relationships with them. You can nurture them, you can get to know them, and eventually sell your product or service to them.Christine was saying about the newsletter, that was back in the day, like when I first started blogging in 2011, that's what I had. Subscribe to my newsletter, and people would actually do it. They were just, "I want your newsletter." These days, people are, "Well, what does that mean? I don't know what a newsletter is. What is that?" There's nothing interesting about it anymore, and so if that's what you have on your website, It's not going to lead to people opting in to your email list, because it's just not juicy enough, right?

Christine: Exactly. [crosstalk 00:06:06] When receiving emails, you don't want anything else to spam. Everything you get from offers of your super market, things that you actually didn't agree to sign up on. Suddenly you're getting emails from the hotel you stayed at. The airline that you booked with or whatever.

Kendra: Yeah, and that drives me crazy, because I don't opt in for a lot of things but people are marketing to me and its completely illegal by the way guys. You need to get permission, and you need to be very clear and transparent, with the fact you are asking them to join your marketing list, and you're going to give them that free thing. They need to be well aware that they need to say yes. Right? It's like sometimes you sign up for an appointment with someone, or you purchase a product and then suddenly you're getting marketed to, and you're, "I didn't sign up for this."

Christine: It's not cool.

Kendra: It's not cool. It's very invasive right? For those of you who are brand new to this, you might be wondering how do I get their email address? How does this happen? What people are generally going to have, like Christine said; there going to have a pop up on the website. You guys have all seen this, you get on to websites and something pops up. That is a way to deliver it. A lot of people have what's called a landing page, it's basically a single page that just kind of tells people what its about, and why they need it. Why it's going to be helpful.

Christine: Exactly.

Kendra: That's something that you get with a third party landing page software.

Christine: Exactly, and the way that it's different from a regular website is there isn't a menu. There's basically nothing that distracts you to click somewhere else or to go somewhere else. The only focus is on this one thing, which is to basically sell you the idea that you need this. The currency is your email address. That's basically it.

Kendra: That's basically it.

Christine: Examples of lead magnets, let me just see, so I don't jump too much ahead.

Kendra: No. I think that's fine.

Christine: What are examples of a lead magnet? We've already talked about it a little, but the most popular ones I reckon are I think, checklists. Are huge.

Kendra: Yep.

Christine: A lot of people, and the company called Lead Pages, is a company that specialize on designing those. You can do it yourself, but they've done a lot of experiments, and they said that the checklist is really popular because it's easy to consume. People don't spend a lot of time on it. Those are things that work very well. The same is for the report, works really way. Back in the day e-books were really popular, now I would say not so much. They're just too long, people are like, "I don't have time to read." A small mini training at a point a lot of people did this drip kind of thing where you get one part of a training day one, day two, than day four. I think that's already too long. People don't really have the attention span for that anymore.

Kendra: Yeah, I feel like it's going to take a lot for people to get to the end.

Christine: Exactly.

Kendra: When we're talking about, the title of this podcast is "5 reasons why lead magnet isn't converting." What do we mean by convert? We mean getting people on your email list, and then that leading to a sale. Right? That's what we want. We don't just want to give someone away something for free and then disappear and then just sit there and prey and hope that they're going to eventually sell. We actually want to lead them into a sale, or a free sales call, or a program or some sort of low price offer, whatever it is. That's what we mean when we say conversion and convert. It's actually turning that lead, that person who is exchanging their email address with you to turn into your potential client right?

Christine: The [inaudible 00:09:38] conversion would basically be they get on your landing page, or they see your offer, do they actually sign up? That's definitely the conversion you should track. How many people have seen it, and how many people have actually entered their email address? If you see that a lot of people have seen it, but they haven't given you their email address then somethings wrong. [crosstalk 00:09:54] that too would be to see, now they've given me their email address, they're curious they're obviously interested what I have to offer. How many of those are actually then taking the next step, saying the second yes to purchasing something from you? We're going to talk about how all of that is structured as in, how do you sell, what do you sell, in a series that is coming up soon, so stay tuned for that.

Kendra: Yeah, we're going to have an email marketing series. Today what we're going to tell you; the five reasons why your lead magnet sucks. Okay. Basically why, I see this a lot. This is something I struggled with a lot when I was brand new, a lot of the coaches I'm talking to just can't figure out. They're like, "I have this lead magnet, I put all this effort into it but it's not working for me." We're going to break down the five primary reasons why. The first one is actually something Christine alluded to earlier. Your lead magnet may be too much of a chore, to consume and it just takes them way too long to get through. Christine said that back in the day e-books did really well, you could give away this 100 page, 50 page e-book, and people would just eat it up. These days people just don't have the attention span. If your lead magnet is too much of a chore to get through, even though people are signing up for it, they just don't get to the end of it. That's not going to lead your bottom line. Even though, I'm sure it's super juicy and its super good and you put your heart and soul into it. If it's too long people just aren't going to get through it. What you want is for people to get a result from your lead magnet. You want them to actually learn something of value, or actually maybe implement something from your lead magnet and be like, "wow that really worked." That's their first time coming into contact with you, your business and your brand and if they have that positive experience right out of the gate they're going to be like whoa, [crosstalk 00:11:47] this dude, this is cool. I'm going to pay attention. Right?

Christine: Exactly.

Kendra: E-books, don't do it. I see a lot of health coaches be like I'm going to do an e-book and I'm like, "no, no, no."

Christine: No. Even if I have a 5 page e-book, I'm not going to read it. I'm just going to skip everything and jump to the last page for example. Its instant gratification. Add in a little secret hot tip in there with something that can immediately be implemented or what else you can do is to have them something that they really didn't know.

Kendra: Yes.

Christine: For me for example it would be; here are three [inaudible 00:12:28] that you didn't know about, and also people have no idea that it could be the thyroid or a bit of hormonal food for example, it just allows them to immediately see, there's something new I've learned there. My day is better for it. Instant gratification is absolutely key.

Kendra: Fantastic, I love that. I think that checklists, if you want to do a guide, call it a quick guide make it very apparent that this is just a quick guide. I'm not going to dump all this crazy information on you. I'm giving you a quick guide. Checklist, cheat sheet, gift guide, maybe a quick video or a video series or something that [crosstalk 00:13:02]

Christine: A review maybe, if you have [inaudible 00:13:05] if you wanted to do the best five supplements for your thyroid or something like that. People love that stuff.

Kendra: People love that. What you want to test is when you actually make it and then read it as if you're a reader, then time how long it takes you to get through it. If it takes more than ten minutes too long really that five minute mark is pretty juicy right? People just want to get that information and move on, but if you give them say five supplements to help with thyroid or something like that and they try one of those supplements and they're like, "oh my god, my thyroid symptoms feel better." They're going to be so sold on you, they're going to be like, "this person is amazing, I'm going to follow them on social media I'm going to see what else they have." It's just a really good starting point. Don't be afraid to give away your best tips in that lead magnet, because you're really trying to impress.

Christine: Exactly, and we're going to talk about how to present it in terms of copy on a later episode too. Some tips, people just love the number 5 for some reason.

Kendra: Or 3.

Christine: 3 or 5 is the magic numbers because I don't know why. It just works really well. Or you could just say the number one thing. Stick between 1, 3, and 5. Don't go beyond that. Its just a magic number, make it juicy make it really interesting for them. You can get [inaudible 00:14:26] on how to write copy, and we'll talk about more on that soon.

Kendra: Soon, yeah. I think the other I just want to mention is it's really important to know who your audience is. For example, let's say if you were a health coach working with people who are brand new, their at the very start of their healing journey, they're just realizing now that maybe standard American diet isn't right. Maybe cereal for breakfast isn't good for me and maybe Diet Coke...

Christine: [inaudible 00:14:49] isn't fruit.

Kendra: Yeah, exactly. They're just learning, well then you need to kind of meet them where they're at. You can probably give them some really basic things that are going to seem really juicy to them. If your client is further along, and they're the type of person who's seen a lot of, they've worked with natural doctors, and they've tried a lot of things, they've done a lot of personal research and then you're just, "eat healthy, get sunshine." They're going to be like, "this sucks, I've seen this all before." You really need to know who you're talking to. If you're going to give them a really juicy piece of information you need to know where are they in their health journey, that's why its so important to determine who you're talking to. We did an episode on neish, it's one of our early episodes. I think it was maybe our first or second or third episode.

Christine: Yeah, I was up until 3 am, I'm pretty sure.

Kendra: Guys just scroll down to the bottom of the feed, and you can find that episode on neishing, its called to neish or not to neish.

Christine: To neish or not to neish or something like that.

Kendra: If you guys want more, cause that's really important. If you don't have a neish you're actually not going to know what to create for your lead magnet.

Christine: Exactly, it's going to be too vague. It's not going to stick, and you're going to get weird people wanting to work with you or not work with you.

Kendra: Totally.

Christine: Basically.

Kendra: They're just going to fall off right?

Christine: Right.

Kendra: That would be number one, that it's too long, it's too much of a chore to consume. The experience you might be having is people are opting in for it, but then nothing's happening. Look at how long it is, look at how juicy it is. Look at the quality. Think of how it relates to your ideal client and where they are in their whole journey. Okay, so that's number one. Number two is, you're not pitching it enough. This is another thing I see a lot of coaches do. They make their lead magnet and then they tell people about it once.

Christine: I'm so guilty of this too. I forget that I have it. I'm guilty of a lot of things, I have to say. I have a free training that is 35 minutes, which is way too long. [inaudible 00:16:34] Anyway, we'll talk about that another time. It's very true that I'm absolutely certain that I'll get more people on my email list if I actually just mention it. It's just whenever you post, just a little tip, did you know I have a free training or to get more tips, try to relate it to your free lead magnet. Get more link is in my bio on Instagram, or a link is in my bio on Facebook, wherever you go just make it short and snappy and just add it. Did you know....

Kendra: Just let people know about it every time you're showing off on social media, or anywhere. Whether that's Facebook, Instagram, LinkedIn, Pinterest. Every time you're giving away something of value it's okay to be like, "I have this free guide." Obviously the content you're giving should relate to it, for example if you're doing some sort of live video; what I always used to do is I would mention it at the beginning then go through my training and then this natural transition. Now that you know about x, y, and z you might be wondering about this, funny enough I have this free guide that will teach that. [crosstalk 00:17:37] you can get the link above the video or below this post or whatever.

Christine: Right.

Kendra: It's just a natural transition. People liked the content you were sharing and they want to dig a little bit deeper. Then you're doing them a disservice by not letting them know that, that exists.

Christine: Exactly. You also need it if you want to get more into [inaudible 00:17:56].

Kendra: Yes.

Christine: If you want to get more into PR, you want to write articles, if you have a guest post. People will usually allow you to offer your free gift, or your opt in to the people, to the crowd, to the listeners, the readers, so make sure you have one that's super juicy. Say, "look at the end of this I have this free training where I have an amazing checklist." Try to relate it to the topic, and actually if you want to go super pro, you can design it for the audience that you're talking too.

Kendra: Yeah, totally.

Christine: You can have a URL, you just copy your lead page and then do it from, for example sleeplikeaboss.com/fire would be my opt in just for Entrepreneur on Fire, because everyone who's on Entrepreneur on Fire has their website/fire. It's kind of known thing.

Kendra: Yeah.

Christine: My opt in is bold, I'm not even sure if it works. [crosstalk 00:18:45]

Kendra: Yeah, you can actually set up a redirect. This is actually something you taught me Christine. I have a plug in for my WordPress called 301 redirect, where I can literally just create links. Kendraperry.net/whatever, and then redirect it to some other page. It's really easy. Like you said sleeplikeaboss/fire. I can remember that. I can remember that right now and type it into my phone. You don't want to be, kendraperry.net/10-20times50 you know and have this huge thing that people are never going to remember.

Christine: Exactly.

Kendra: I'll often do, I just created an Instagram bio cheat sheet. I have KendraPerry.net/IGbio. Easy. [crosstalk 00:19:26]

Christine: Perfect.

Kendra: Exactly.

Christine: Things like that, and people feel flattered when they go then. Like, "hey fire starters." Or "hey it was lovely to have this interview with x,y,z on her podcast, I hope you enjoyed it." Then you have the thing there. You can even then ask for reviews afterwards and things like that. We'll talk about that later on at our later episodes where break all of this through. Just to say, there's lots of things you can do. You should have it, you should definitely customize it if you can. It's an important tool to have, and just shout about it anywhere. [crosstalk 00:19:58] have it in every thing you do.

Kendra: Yeah, and you guys [crosstalk 00:20:02]

Christine: Email signature is super good.

Kendra: That's actually a great place to put it. I can't remember who I learned that from, but I have it on my email signature and my assistant's. We've got your email, we're going to get back to you within 2 business days but in the mean time we have this for you that you can check out. I think that's fantastic.

Christine: I love that too.

Kendra: I had one more thing to say. You guys may have noticed that some people out there have multiple lead magnets, it's very tempting to do that, and that's something you can eventually get to but if you are new, just make one. Just keep it simple, make one, [crosstalk 00:20:37] make it super specific to your audience and what you're ultimately selling. Then in the future, like right now, I have tons of options depending on what I'm teaching. It's because I have a team. I'm not a solo-preneur, I'm not doing this by myself. I have other people who are doing other aspects of my business so that I can focus on this. In the beginning don't get carried away. Create that one awesome thing that's really going to help your ideal client.

Christine: Agreed, cause otherwise it's super confusing later. It's just not worth it. Just keep it simple. [crosstalk 00:21:09] Then once you have your team, let them still keep it super simple, but let them handle it.

Kendra: Yeah, exactly. Once you have a team you just have more time for content creation. Right? Because their running the admin side of your business. If you guys are interested in learning how to hire a team, we actually recently did a podcast episode on that too didn't we?

Christine: I don't know if it's published yet.

Kendra: It's released. I actually just saw it. I'm looking this up... anyways it's like two episodes, or a few episodes ago. Check that out. Anyways, that's number two, is you're just not pitching it enough. People don't know about it. The reason you're not getting people on your list is because they don't actually know it exists, that's number two. Then number three, this one is really, really important Christine. I see this all the time. Your lead magnet is actually disconnected from the product or service you're ultimately selling. An example of this would be that you help women reverse how she motos but your lead magnet is a healthy food challenge that has nothing to do with how she motos. Or, it's a smoothy recipe guide. There's no connection there. Right?

Christine: Exactly. It's just a step, but it's not really the secret weapon or how she motos. We all know that the lead magnet is not going to solve it, but it needs to be much more related to the thyroid than just as the movie.

Kendra: Totally. Exactly, and that means, with that example that you have people opting in to your freebie because their interested in smoothies but it doesn't mean they have how she motos or they have any interest in healing their thyroid. Their interested in smoothies, but it's confusing because you give them a smoothie recipe then suddenly you're, "sign up for a call with me to help your thyroid." People are, "what? I just wanted a smoothie what the hell is this?"

Christine: Exactly, doesn't make sense at all.

Kendra: It doesn't make sense. You really want there to be an obvious connection. Really, your lead magnet is what do they need to know first when they come into contact with your business. With the how she motos, maybe it's five things you do every day that are making your thyroid antibodies go off the charts or something like that.

Christine: Exactly.

Kendra: Their like, "oh, okay." Then they get in there and then they go through your email sequence. Which again we're going to talk about email sequences in a later episode. It's obvious because their like, "okay, how she motos, oh my god these things are making my antibodies go through the roof and I didn't even know, I do them every day." Then you take them on that educational journey and eventually you're, "hey, I have this program are you interested in learning how I can help you reverse or how she motos." It's really that natural next step right?

Christine: Exactly, and I think you also need to voice it with who you want to work with. Let's say for example if you have a product series with simple tips keep your lead magnet simple. If you have a more complex service make sure your lead magnet kind of talks to it, keep it still simple but make sure that it conveys what kind of service you have. For example for me I did have just a bedtime routine checklist, but in the end it's not what I do. Now my lead magnet which is a training, is more complex but it shows people what they don't know so that they need to hire me in order to actually learn more about this and to address this. It really depends on how you work too and make sure that, that is aligned because otherwise you just get tire kickers. One big thing I see that is happening a lot of the time is quizzes. I know that quizzes convert very well in step one, which means when you have a quiz a lot of people will sign up to take the quiz, but the people that unsubscribe is huge. The step two conversion of it leading to sales is not happening. There's been research done from that, especially last year in 2017 because quizzes were so huge that a lot of people experimented with it who have huge audiences and use of [inaudible 00:25:04] money and they saw, yes its converts very well and people are signing up because their very curious but it's more of an entertainment factor, it's curiosity. It's not a commitment to actually work with you or to actually take the topic seriously at that.

Kendra: Yeah.

Christine: I'm personally not a fan of quizzes. I think they're fun but I don't think that they will bring a crowd that is actually going to convert.

Kendra: I love that you bring that up Christine, because I actually had a quiz as an opt in probably in 2017. It was crazy, I was running Facebook adds to it, I was getting 50 cent conversion. It cost me 50 cents for each person that was coming on to my email list with Facebook adds, now that's like unheard of but back then that was still super good. I grew my email list super fast with that quiz, but these people did not buy. When I launched my product to them through a webinar it was a flop, three times in a row with this list. It was ridiculous, and I was just like, "ahhh, why?" I just paid all this money, people are opting in but, you're right, it's just a curiosity an entertainment. I take a lot of quizzes if I'm bored. I'm like, "oh shit, that looks cool, I'm just going to take that quiz." It doesn't actually mean that I care.

Christine: Exactly, and I think that's [crosstalk 00:26:20] a word of wisdom from us just stay away from them, don't do them. Just don't.

Kendra: I totally agree. I tried to do it a bunch of different ways. I tried to set it up different ways. Having an assessment and then, telling them what was wrong and then sending them into another sequence. Honestly it just didn't work.

Christine: No.

Kendra: I agree, don't do quizzes. That's number [crosstalk 00:26:44] wait what were you going to say?

Christine: You're welcome all of you guys that are just like, [crosstalk 00:26:51]

Kendra: Guys, that's number three. I think this is a huge one that just your lead magnet is disconnected. Right? It should be a natural transition. If you're selling gluten free recipes your lead magnet for example shouldn't be anything else but gluten free recipes. Then number four guys, is your lading page sucks. [crosstalk 00:27:16]

Christine: I love bad landing pages though. It's a pet peeve of mine, and when I see a really bad landing page I just slag it off until there's nothing there. It's kind of a pet peeve, it's not really nice of me. I mean especially people who haven't updated their website in like three, four, five, six years.

Kendra: Yeah.

Christine: It's hilarious. In the mean time, there's really no excuse to have a bad landing page because you literally get them out of the box. Some look still really ugly but with all the drag and drop kind of system it's kind of easy. To just break it down what your landing page should be like. There should be no unnecessary fa-rah. It's just about your free gift, that's it. Nothing else. Make sure you have a huge headline that is telling you exactly why this is super awesome. Maybe a subtitle, then already give them the opportunity to sign up. Don't make them scroll 500 years until they can give you their email address. If you look at the screen it's above the fold, which means you don't have to scroll for them to get your email address or to press the button where they can then have a box in order to have that email address. Then you can add some fluff after that. You can add a video after that, or you can add your testimonials after that. I don't know your media credibility markers or whatever you do. Make sure it's easy to read, it's a big font. Make sure please, I still don't get why people don't check to make sure it's mobile friendly.

Kendra: Yeah, that's a big one guys, you got to. I realize that you guys are health coaches and you're on your computers but no one else in this world is. Everyone is accessing the internet from mobile. It needs to be mobile friendly. Once you finish creating it. Open it. Go to it on your phone and look at it. If it looks like shit that could be a big reason why people aren't opting in. Right? I love that you say this because people have different buying behaviors online. There's the impulse people, who are just you see the add and you're like, "I'm in." That's me, that's how I am.

Christine: Me too, it's like...

Kendra: I buy things all the time and I'm like, "what the fuck did I just buy?" I don't even know what that was. I'm impulsive. For me, I don't want to scroll. I don't want to have to scroll, I just want to opt in and get the thing. There are people who are called fact finders. The fact finders they actually need to do their own research, they need to spend a bit more time. For them their going to see that opt in but you should give them the opportunity to scroll. They should be able to see what does this freebie contain. Who the hell are you, maybe in a bio, and then some testimonials if you have them. Right?

Christine: Exactly.

Kendra: That's going to allow them to maybe build a bit more trust and convince them a bit more. For those people who are impulsive you want to make sure like Christine said it's above the fold and they don't have to go anywhere they can just enter their email address and it's done.

Christine: Exactly, and if you have a longer lead page make sure that you add that opportunity at the beginning and also at the end.

Kendra: Yes.

Christine: Some people will be at the end, and they just don't want to scroll back up. Just make sure that they can do it there.

Kendra: Yeah, you can have another opt in at the end, or you can just have it set up so when you click the button it just takes you back to the top of the page, which is what I think I have. [crosstalk 00:30:34] The other thing I want to mention is how you know your lead page isn't working would be that nobody's opting in. It's probably somethings wrong with your landing page.

Christine: Exactly.

Kendra: Sometimes it just takes a small shift to get it to convert. When something's not working I think a lot of us just want to go in change everything. Change the headline, do a video instead of a photo, then if it starts converting you actually don't know what works. It's really important to just change one thing at a time.

Christine: Exactly.

Kendra: Change the color and see what happens, change the image see what happens. Change the wording in the headline and sit back because sometimes for me I've had landing pages that were getting super low conversion and I literally just changed the wording up a bit with the headline and suddenly it was at a 70% opt in rate.

Christine: Exactly, and there's tons of blog posts on this about people who have done insane amounts of research on this. It's just like the color of the button is super important. It shouldn't be red for example or shouldn't be too aggressive. The font is really important. There's all these studies on them. I obviously go against all of them because I make it rather pretty rather than [inaudible 00:31:44] which is again, something else to do but I think if it's in line with your brand, again, it's fine. Make sure you only tweak one little thing and have it run for at least one to two weeks. Give it some time for people to actually get there and to see. It's not that your lead magnet is necessarily bad because they arrive there because they were interested in it.

Kendra: Yeah.

Christine: The idea is good it's literally just the page. [crosstalk 00:32:06]

Kendra: Something turned them off, whatever it was. You want to intrigue them. You don't just want to be like, "get my free awesome thing." You want that headline to really trigger them, it should really speak to that pinpoint. If we're going back to that how she motos example it maybe mentions something like isn't it frustrating when every time you go back to the dr your antibodies are through the roof or even higher. That's scary to people that's when, "Oh my god, yeah every time I go back those antibodies just keep getting higher it's really scary right? Speak to their emotions, have an emotional trigger in that headline.

Christine: Exactly. Super important. Another thing I wanted to mention is, don't ask for too much information. I think in the mean time nobody's doing this anymore but at the time you had first name, surname, phone number, email. Don't do this. First never ask for someones phone number. People are going to be super offended. Personally I find that even the name is a field too many. I am a huge fan of just entering the email address. The reason why name can be interesting is that you can afterwards use it in your newsletter. It would be the computer registers basically that, this is Christine. Then you can automate that it would be every [inaudible 00:33:20] it would say their first name. It would be, "hi, Christine." For example, when I sign up, not always with my first name, I might just use C. Sometimes I might just use test, or I might use stinky feet.

Kendra: I hate stinky feet.

Christine: Then it's like every newsletter you get from that person is like, "Hey, Stinky feet." Don't do it. When you have a business, and you send them newsletters. You don't know who did that. You don't know who filled in the crazy name. I personally don't do it, and it's another step that people don't... It's another hoop to jump through. Keep it simple and my advise would just be email. That's it.

Kendra: I do ask for the first name, it's funny because I probably do say, "hey, stinky feet." a million times to the people [crosstalk 00:34:04] I have actually found that my nurture sequence does better when I say their name a ton of times. I just keep saying their name, sometimes I'll say it five or six times in an email. For some reason people seem to love that, it works for me. You really got to figure out what works for you right? If someone puts stinky feet in there, and I'm like, "doesn't that feel terrible stinky feet?" [crosstalk 00:34:30] I'm definitely going to rethink this a little bit.

Christine: Especially because some people really think you're writing them.[crosstalk 00:34:38] You wrote this for me [inaudible 00:34:40]

Kendra: It is funny, some people don't realize that it's a mass email. Some people they'll just write back to you like you're talking to them. Do you not? But some people [crosstalk 00:34:53]

Christine: That's what we want in the end. But it's hilarious so just be mindful of that.

Kendra: Totally.

Christine: Then we have, oh, the legal stuff.

Kendra: I wanted to just mention privacy policy and GDPR compliant because this is especially important if you're running Facebook adds. If you're running Facebook adds to a lead magnet and you don't have a privacy policy obviously on the bottom of your website or your GDPR policy that might be a reason why your add doesn't get approved or that it just doesn't convert. Facebook actually checks this shit out. I don't know if that's true for other add advertising platforms, like Pinterest or YouTube. It is for Facebook so I wouldn't be surprised if it was for all of them. They want to see that you have a privacy policy on your website. It should just be a link that takes them to some other page and just list your privacy policy. You can get templates for a privacy policies online, you can get templates for GDPR compliance stuff, just make sure it's there.

Christine: Exactly, and if you're in Europe it's a little bit more intense as well. If you have an email provider that's a little bit say they will have it done for you. For example for mail [inaudible 00:36:05] and that we use for the podcast it just tells you add a GDPR box and basically people just have to check those boxes, and it's fine. You're in agreement basically.

Kendra: Yeah.

Christine: Yes, it's an additional step for them, but sometimes it's not too bad because there's a little commitment with that as well. [crosstalk 00:36:20]

Kendra: It's true.

Christine: Having said that we can also quickly mention that the difference between a one step opt in and a two step opt in sometimes you have to click and then you have a box opening. Then you have to type in your name, and sometimes you just have the field right on the landing page.

Kendra: Yep.

Christine: Statistically the people who click on the button and then have the opt in, have to type in, have two steps basically to do. Clicking button, typing, are better leads in the end because their more committed to do it.

Kendra: That's a good point. I know in Canada you have to have a double opt in, so it's the law that people subscribe, but then they get an email that says confirm your subscription. They have to click on that. It's true, yeah it's an extra step, some people may not click it but the people that don't actually go through that super simple step that takes all of five seconds. They're probably not that engaged anyways. That's something I know that's true in Canada, I don't know about the states and I'm sure it's true in Europe. [crosstalk 00:37:20] know where you live and what your laws are.

Christine: Exactly. For example, I have an insane amount of people on my list who are unconfirmed. Which means they sign up, but they never hit the confirmation button. I throw them out. I literally throw them out, because for me, it's okay you can't even be bothered to click that link your most likely never going to be a client.

Christine: Exactly. [crosstalk 00:37:52] I can see that when I look at my subscribers. If you're unconfirmed I'm just throwing you out.

Kendra: Totally.

Christine: Yeah. All right.

Kendra: Awesome, okay. That's number four, that's your landing page sucks, that's the fourth reason. Then this one I think is just in regards to content. It may be the reason why people don't want to give away their email address to you is because maybe you're just not giving them content. Maybe you're just coming at them with the pitch you're, "this is my lead magnet, this is my lead magnet." Those are your posts. You're not warming people up with the really good valuable content. You should follow me and Christine on social media, especially Instagram. I'm at KPerryNutrition, and Christine is sleeplikeaboss. We actually give away a lot of really valuable content on our feed on our stories, on IGTV. Seriously it's a gold mine. That's why people are very open to giving me their email address because I'm giving them value. People are very sensitive to being marketed to in whatever way shape or form it comes in. You just can't lead with that. It's okay to pitch your lead magnet but you better give them something good.

Christine: Exactly. The way I do it, I'm pretty soft on the sauce. I don't pitch my lead magnet that much. What I do regularly is I pitch my blog. You have every other day on my Instagram there will be content that is directly linked to my blog and it's the URL that's on my Instagram profile and when you go to my blog I actually have a pop up. I actually hate pop ups, but they also work.

Kendra: They work.

Christine: [inaudible 00:39:27] In terms of that, you get all of this free content. You come from a place where you already received content, you want to check out more. Then I'm a little in your face, like, "Hi." It's kind of a balance thing. Sometimes you have to be a little bit more.

Kendra: Totally, and I think for me, I do weekly YouTube videos. I really pitch my YouTube videos. My YouTube video gives away actual tips, sometimes I give tutorials, at the end of the video it says, "hey, now you know about this but maybe you're wondering about this." You can click below this video and get my freebie, and that works really well for me. I get a lot of my traffic from YouTube even with a small channel. I don't get crazy views on my videos but a lot of those people do end up opting in just because it is very connected. Right?

Christine: Yeah.

Kendra: It's like the video [crosstalk 00:40:14] has to do with the lead magnet that I ultimately pitched. I don't pay for adds right now and all my leads are coming to me through YouTube. It's like I'm pitching something of value and then eventually that leads to.

Christine: Agreed, I never pay for ads. It's weird, it's a different story.

Kendra: It is. [crosstalk 00:40:33] and we'll do something on paid ads, on paid traffic here at some point. I know a lot of you guys are wondering about Facebook ads, which have gotten a lot more competitive and a lot more expensive. There are actually other really great ways to advertise. I also think that initially when you're new, you really should be pumping organic traffic. Smart organic traffic because ads are expensive. You will get to a point in your business where you'll have the budget for ads and you'll want to scale and I think it makes sense to be running ads but in the beginning I think you really just got to get your organic and free content dialed down before you start going into ads.

Christine: Agreed. All right. I think that was a no brainer. Let's make a quick summary. Number one. We have five reasons your lead magnet sucks, so number one is that it's too much, too difficult, too long. Number two, nobody knows about it because you don't talk about it. Number three is it has nothing to do with how you serve people or what you sell. Number four is your landing page is just bad. Redo it. Number five is that it's not good enough content. It's just fluff and nothing of value.

Kendra: Bye. [inaudible 00:41:49] Awesome. It was super fun hanging out with you as always Christine. We have so much fun, and I think we're funny. I hope [crosstalk 00:41:55]

Christine: I think we're hilarious. Seriously, I'm wondering if people want to see a case study because I'm thinking of redoing my training soon and just [crosstalk 00:42:03] see us do a case study. Set all this stuff up, let us know and we might make a workshop on that. That you could then get on our website.

Kendra: Or you can just email us hello at 360HealthBiz.podcast or just shoot us a DM on Instagram 360HealthBiz is our handle. Because we love Instagram, we think that it is the social media platform with the most opportunity, if you guys are listening to this on your smart phone right now just screenshot it, share it to your stories, mention 360 Health Biz podcast and we will share it to our stories and just let us know in that story what was your biggest take home, because that just really helps us know that you actually are getting something out of our content.

You may or may not know this (but if you have been following us for awhile you likely know this)...we LOVE Instagram. LOOOOVE it. So when the newest Chat feature came into play we were stoked! Today's Biz Bomb tip, we provide 3 tips on how to use the chat feature to drive more sales!

The new Instagram chat feature allows you to group chat with up to 32 people at one time! Sounds like a great way to connect with your followers right?! We got these 3 tips to help you make the best of it.

Tip #1: Use for a program launch! Kendra did this with the launch of her HTMA course by making an Instagram Story and said, "If you want to get access to promos and deals that you're not going to find anywhere else and not even on the webinar, join this chat and I'm going to give you some really, really awesome discount codes in this chat." BAM! That's 32 people that you have the immediate attention of.Tip #2: Give an incentive to join the chat. This can include a juicy tip, a discount code, a freebie download..you name it! But make sure you tell people what they get when they join the chat.Tip #3: Offer the group chat as a group coaching opportunity. But you definitely want to finish the session with a call to action. So you could say something like "If you really enjoyed this group coaching session and getting this advice from me, I have this awesome program that you can join now at this promo price for the next two days".

Hopefully you can utilize those tips and start your next group chat! Above all else, always have a purpose and set an expectation about the chat and let people know how long it's going to last.

If you like what you hear, be sure to subscribe to the 360 Health Biz Podcast so you keep up to date with all our episodes. And if you’re a Instagram stalker like we are, be sure to take a screenshot of the episode, post it to Instagram & tag us and we will share out your praise!

What's up, guys? Kendra here. Welcome to another Biz Bomb episode of the 360 Health Biz Podcast. This is the quick tip episode where we give you an awesome business mom and it just explodes your brain because it's so friggin' juicy. Okay guys, so you know that I love Instagram. I love Instagram. It is the one social media platform that I actually enjoy being on and I'm very passionate about teaching Instagram and also about growing my own Instagram account. And today we're going to talk about a new feature that Instagram recently added. It is the chat feature that is in Instagram Story. So if you just go into your Story, so you go to upload a Story and then you go to the stickers, you will see that there is a little function or feature that says chat. Okay? And you might be wondering, "Is this something I should be using? How could I possibly use this to my advantage? Do I actually want to chat with my people?"So today I'm going to tell you about, as a health coach, or any other type of online coach, how you can actually utilize the chat feature to your advantage. Okay? So basically what happens when you add the chat button to your story is you can literally start a group message or a direct group message with... Oh my God, tongue tied again, with I believe up to about 31 people. It's 31 or 32. I can't remember exactly, but it's one of those two numbers. So that means that you can interact with 31 or 32 people in a direct message. Okay? So how could you use this? How could this benefit you? Well, I would say how not to use it, you don't want to just say, "Hey, I'm Sally and I like to teach women about weight loss. Join me in the chat. Let's have a chat."Right? That doesn't really entice me. That doesn't really make me want to log in. It's kind of the same thing as walking into a group of people. You walk into a potluck and you're like, "Hey, does someone want to chat with me?" And everyone's just looking at you. They're like, "I don't even know who you are. Who is this chick or dude? What's going on?" Right? So you do not want to use it like that, but how you could use it is in a launch situation, and this is actually how I have used it in the past. So let's say you're about to launch an online program or you're about to launch an online course, for example. So I did this with my hair tissue mineral analysis course for practitioners and basically what you can do is you can actually give people some sort of benefit as to joining the chat.So when I was launching my course, for example, and you want to be building up hype. You want people to know that you're launching this online program. You should be kind of seeding it and showing people you're working on it and telling people about it leading up to it so that they are kind of anticipating it. Maybe they're kind of excited for it. So I did this with my HTMA course. I talked about it for months. People were kind of chomping at the bit and then I made an Instagram Story and I was like, "Hey guys, I love all my Instagram followers. So if you want to get access to promos and deals that you're not going to find anywhere else and not even on the webinar, join this chat and I'm going to give you some really, really awesome discount codes in this chat."Okay? And so what I did was I basically got 32 people in that chat feature in a direct message and I offered them a discount, a $200 off discount that I wasn't actually offering anywhere else. So I had three of them and I put them into the chat box and I'm like, "I only have three of these. This is only available to you." And it flew off the shelves. Those got used up in 10 minutes. So it can be a really good way to offer sort of a fast-acting bonus as a way to give people some sort of incentive to get in the chat and some sort of benefits, so they actually want to be in there that, because they can get something, that they're actually not going to be getting anywhere else. So that is a really great way to use it.Use it when you're launching a program or a course, but you do want to give people some sort of incentive as to joining the chat, and the other thing you want to do is let them know how long you're going to be interacting with them. So if you're offering them maybe some group coaching or something like that in this group message, don't make it go on forever. You can only imagine what it might feel like to have 32 strangers messaging you multiple times a day. So maybe you say, "Hey, you're going to get access to promos and deals that aren't available anywhere else if you join this chat. And once I give out the promos, this group is going to end, just so you know."You always want to put forward those boundaries, put forward those expectations. But, another way you could use it is to just maybe offer some sort of group coaching thing. You could say, "Hey, come into my group. I know we talk a lot about weight loss, but I'm going to coach you personally if you join this chat." And then you always want to have some sort of call to action when the chat is ending. Being like, "Hey, if you really enjoyed this group coaching session and getting this advice from me, I have this awesome weight loss program or whatever it is that you can join now at this promo price for the next two days." So you can really utilize it in that sense. So don't just use it like, "Hey, come chat with me. I'm Sally and I help you lose weight." Don't do that. Always have a purpose and always set an expectation or a boundary and let people know how long it's going to last.But, that worked really, really well for me in my last launch and I've seen another few people do that as well. Some other influencers on Instagram use it. So I think that is probably the best way to use it. So go out and use it and let me know. And if you guys are on IGTV with me right now, just so you guys know if you're listening on the podcast, we record these videos in person on IGTV. So if you want to see my face and comment and connect with me and chat with me and ask me questions, head over to our Instagram account 360 Health Biz Podcast and check out our IGTV channel. But guys, let me know in the comments if you found this helpful. Give me that strong arm emoji in the comments and let me know. And guys, if you are listening on your iPhone or smartphone right now, just take a screenshot of the episode, share it to your Instagram stories, and tag 360 Health Biz Podcast.You can also tag me, KendraPerryInc, and we will share our stories, your story, to our story and make sure to let us know what your take home was. That is the number one way you can support the podcast because that tells us that you actually like this content and you want more of it, and then we will deliver. You ask, we give. All right guys, I hope you enjoyed this episode. I will see you in another two weeks for another Biz Bomb episode, but next week we will have an awesome long irregular episode for you, so I will talk to you guys then.

What on Earth is SEO, why do we need it, and how can it help us get more money? Our guest today is Stephanie Fiteni, a traffic growth specialist and helps clients get leads and book discovery calls in their sleep. Um yes please! In this episode of the 360 Health Biz Podcast, Stephanie shares her knowledge on SEO and we dive into search engine optimization for health coaches, particularly looking at SEO for blog posts, SEO tips for website, SEO practices, local SEO and how to use keywords to grow your health coaching business.

SEO stands for Search Engine Optimization, which basically means it is how you are ranked in Google so people can find you. Ultimately it’s making little tweaks to our website and our copywriting to ensure we have keywords that people are searching for. SEO also includes social media!

Here is what we nerd out on in this episode: - what is SEO and how to use it - what is a sales funnel - what are keywords and where do we put them - local SEO vs SEO (there’s a difference!) - SEO for social media - YouTube as a search engine - content auditing

We have many mind blowing moments in this episode so grab a pen to take notes for all the ah-ha moments you’re about to have!

Stephanie is a content marketing strategist and blog coach. She helps Coaches, Consultants and B2B companies up-level their blogs and websites so they can grow their business with less effort. She turns her clients’ traffic-less blogs into lead-generation engines by helping them plan their content, research their keywords and create content and funnels that will rank and convert. She is a traffic growth specialist and helps clients get leads and book discovery calls in their sleep. Stephanie coaches clients on a 1:1 basis, sells online courses and can be booked to design strategies or speak/train live.

Christine: Hello everyone, and welcome to this new episode of the 360 Health Biz podcast where we are today with me, myself and I, Christine Hansen and my absolutely stunning, beautiful, funny and adorable co-hostess with the mostess, Kendra Perry. And-

Kendra: Hello.

Christine: Yes. [inaudible 00:00:21] So, we are super excited about this episode today. It's going to blow your mind as we have in the past, and we have proof, people. So, we have proof, which we're going to brag about in a second, and we have a lovely person who left us a review that Kendra's going to read to us. And if you want a shout-out just like they do right now then please head over to iTunes and leave us a five star review with lots of love. We totally appreciate it. So, listen to what this gorgeous, glamorous person had to say.

Kendra: Yeah, so we have a really awesome review from One-butterfly-one. I think it might be a she but it could be a he, so they say, "Kendra and Christine are incredible." Thank you.

Christine: Aw.

Kendra: "The podcast more and more, it's not only fun, but it provides actionable advice tools, tips that actually work, and I've been seeing amazing results by listening to these cool gals and having a laugh along with them as I learn ways to keep moving the needle forward in my business. Thank you ladies, you rock." Well, we think you rock, One-butterfly-one.

Christine: Yeah. That's amazing-

Kendra: You are.

Christine: ... That is such a good review. I think we're super happy. Honestly it makes us feel like, "Okay, I think we're doing good." Right?

Kendra: I think so. Kind of rubs our egos in the right way. So we dig it. Thank you.

Christine: Totally, because our egos are so tiny, you know? But seriously, you rock. Thank you so much, we appreciate it so, so, so much. So please don't think that we are fine if you don't leave us a review. We are not, and we really do want one. So please head over to iTunes and do that over there.

Christine: Now, today we are tackling a subject that Kendra and I are still kind of baffled about, I would say. That both of us, I'm absolutely certain have tried at one point or another to get into it, and I think both of us probably dropped it as well.

Kendra: Mm-hmm (affirmative).

Christine: So today we have someone who is going to be able to explain it to us in a way that we understand, because I think one of the reasons why we dropped it is that it's very often explained in a very tech, dry, my math teacher is not very fascinating kind of way. So, today we have Stephanie Fiteni with us, and Stephanie is a content marketing strategist and blog coach. So listen carefully, you should all have a blog by the way. She helps coaches consultants and B to B companies up-level their blogs and websites so they can grow their business with less effort, and who doesn't want to do that?

Kendra: Mm-hmm (affirmative).

Christine: She turns her clients' traffic-less blogs, sad, sad, into lead generation engines by helping them plan their content, research their keywords and create content and funnels that will rank and convert, sexy, sexy. She is a traffic growth specialist and helps clients get leads and book discovery calls in their sleep. Oh, Stephanie, how I do love that sentence. Stephanie coaches clients on a one-on-one basis, so that's online courses, and she can be booked to design strategies or speak and train live. So I am super, super excited to have you here, and we are going to get right into it, I guess. So, welcome Stephanie.

Stephanie: Wow, thank you for a lovely introduction. Wow.

Christine: Well, you wrote it!

Stephanie: I'm really happy to be here.

Christine: So, we are here because both of us we are really happy to have you, because both of us have had this word SEO come up and I was super embarrassed because I forgot what it meant. But it is Search Engine Optimization everyone. I do remember. But it's this thing that I think everyone has come across as an entrepreneur, and it's like next to your finances probably one of the things that you really just want to ignore. But I do think it can be a game changer in your business. So can you, first of all, just tell us what on Earth is SEO, why do we need it, and how can it help us get more money, which we love?

Stephanie: Right. So, SEO, I'm happy you said it correctly because actually a lot of people the first time call it CEO.

Christine: [inaudible 00:04:36] only me.

Stephanie: Yes, I have a lot of clients that keep that. They just can't drop the CEO. It doesn't matter what you call it, SEO is ultimately those little tweaks we do to our websites, to the copy on our sites, and to everything that we do. It also includes social media, by the way. Everything we do, needs to be optimized for the keywords so that people know, Google knows more than anything, what we're about.

Stephanie: So in reality, Search Engine Optimization is about organizing your website, and optimizing your content. Now when I say optimizing, okay, what that means is simply putting your keywords in the right place. We can talk more in depth about that in just a minute.

Christine: But how does it make you money?

Stephanie: Okay, so first of all it makes you money by saving you time. So what I like to do is, maybe my approach is a little bit different to other SEO people because they tend to only focus on the traffic. What I like to do is, I like to help people refocus and make the most of their content.

Stephanie: So we're going to create a blog post and the aim of that, is that it ranks in the first place in search in engines I would also reformat that blog post to use it in the short-term, to generate leads as well. And of course it would also generate leads on our website by having a funnel. Now I don't know if you've talked about funnels before in your podcast?

Christine: We kind of have, but we haven't had an episode on it. Kendra, we need to get on that.

Kendra: Yeah I think that would be a good episode to talk about. I think the word funnel, in general, when I started, I didn't even know what funnel meant. I was like, what do you mean a funnel? Like something you put milk through, to get it into a different glass? Like what is that?

Christine: Yes Kendra, that's it!

Stephanie: Well that's the shape, that's the basic shape. If you Google it, yeah, that's what you'll find.

Stephanie: Well let's explain what a funnel is. So in order to build your business, especially if you're an online business, but not just if you're an online business, even if you're a coach that works face to face, keeping in touch with people through your email list of importance, so what the funnel does is basically you have these tools on your website, that grow your email list. So you would attract them to your website with a blog post and then you would offer them something to entice them to jump on your list.

Christine: Yes.

Stephanie: Now, it can be a simple you know, join our list to receive more content like this. You know that's the simplest kind of one you can have. Maybe a more complex funnel would be, you have a freebie, or a PDF that gives for value about the same topic that you've just been reading about, and then they go on your list, and because you know what they've downloaded, you know exactly what they're interested in. So then you can follow that up. There are some pretty smart tools out there that can just send a series of emails automatically, once somebody's on your list.

Stephanie: And I think for coaches, one of the most important things, is that you don't actually need to wait weeks or months, before you ask people to jump on a call with you. You can actually do it in the first three or four emails and very often there will be a percentage of people that are interested in talking to you. So you've made money.

Christine: Exactly, and just as an example, my funnel is one email. That's it, because I'm super lazy. I literally, I don't have anything specific. I have one opt in and one email that says, hello and then book a call, and that's it.

Stephanie: [crosstalk 00:08:46] be enough and then it's just a matter of getting more eyeballs on that website.

Christine: So tell me a little, so you said keywords. There's two things that I'm interested in, so keywords, what the hell are keywords? How many do I need to use, and I know that I have these used SEO thing, and it has me to use different keywords, and I'm like well, I'm about sleep, can I use sleep every time? Is that a mistake? What the hell am I supposed to use, and then you said social media, and I'm like, wait, how? So tell me more.

Stephanie: Okay, so first of all, those keywords we said, I think about 30% of my clients are actually from the health industry. Health coaches to be precise. There's a very good reason for that because keywords are really tough, in the health and wellness industry.

Christine: Yay!

Stephanie: I would say, they're not difficult to [inaudible 00:09:45], they're difficult to find.

Christine: Right.

Stephanie: Because let's say you cure migraines. So let's say I've got a migraine, and I go onto Google, and I'm going to type in "best migraine medication". So If I'm looking for best migraine medication, and I obviously have a migraine, so I am the target audience right? Now, what tends to happen is that, a lot of wellness coaches would cure migraine, but not my medication. So let's say, some people do it with meditation even, some people do it with alternative, natural therapies. So, what you need to do with SEO in that case, you need to catch the traffic that is looking for the most basic, fastest solution to a problem, because you know the doctors already, and then educate them into buying what you're selling.

Christine: Right.

Stephanie: And I think that's kind of the keyword to wellness coaches. The problem is, you tend to optimize for the outcome or for what you're selling.

Christine: Hang on, I think I have a light bulb moment!

Stephanie: So for me, like sleeping pills, although that is what I don't advocate, would for example, be a great keyword because people are looking for that.

Kendra: Oh my gosh! I'm having a light bulb moment too!

Christine: That's just like wrong! Seriously, I think we did it all wrong, like most of it.

Kendra: That's my favorite type of content, I call it Trojan horse content because what you're doing is like you're attracting, but of course, it's not going to [inaudible 00:11:40] very highly, but you already know that they're looking for a solution now. All you're doing is educating them, and what tends to happen is online, when you search something like that, you're going to find these chemical companies, that are advertising, or they put the [inaudible 00:12:00] on line. A lot of the time, the person looking, wants something more than that, it's like they're looking for a solution. And they'd be probably happy to buy if there was a resolved problem now, but if it's a recurring problem, and a lot of wellness problems are, then you have the time to educate them. Why pills may not be the best solution for your migraine.

Christine: Yeah.

Kendra: When you're doing the research for keywords, does it matter about competition, because what I've learned about SEO, I've learned a lot about certain keywords like so many people are using them. There's like two million searches for them. So someone, who's like you know small me, like me, I might not actually rank in that.

Christine: You're not small me baby!

Stephanie: There's a couple of things to say about that. If the competition is high and there's large volume, chances are people are already banking in on it, and which means they have a lot of money coming in, and they have a lot of money to spend on SEO, which means it's not likely you'll manage to rank for it in the short-term. It doesn't mean you won't manage, but you certainly can't do it fast.

Christine: Okay.

Stephanie: So what you would need to begin with, is actually finding out a number of keywords for yourself. I like to start with the low competition ones, that have good traffic, but you can get the low hanging fruits, with keywords, like we just mentioned the ones where you know that that person Googling it, [inaudible 00:13:41], has a really big [crosstalk 00:13:52].

Kendra: And is there a tool that can [inaudible 00:13:53], help you for like-

Stephanie: Yes there are many, many, many keyword tools. I can recommend a few. It depends on how techy you are and whether you have a budget for it.

Christine: Let's use super cheap and not techy at all.

Stephanie: Well, there is one called Ubersuggest, but the problem with keyword tools is that they're very slow. This one is particularly slow, but it's free.

Kendra: And what's it called again, sorry?

Stephanie: It's called Ubersuggest, it's [crosstalk 00:14:30]. Yes I can give you the link and we can put it on.

Kendra: That would be awesome.

Stephanie: Spelt like Uber, you know the taxi? And suggest.

Kendra: Very cool.

Stephanie: But I prefer to use, there's a couple of other tools. There's the SEO PowerSuite, so you've been doing SEO for a while and you want to go deeper, you can go try that. It's like the cheapest entry level Pro Software. Especially if you also work offline, and you can work really well with local SEO, you can use a tool called Mongoose. I'm just going to look at it quickly actually because I need to double check the name. It's called Mongoose. The company that makes it, is called Mongoose and there's all these different tools. This is the keyword tool.

Kendra: Yeah.

Stephanie: Unfortunately it's not free, it's about $40 a month. I can forward you the link to the exact tool because there are a few.

Kendra: Yeah, we'll add all these into the show notes, for all you listeners out there.

Stephanie: But basically what you want is, you want to see three things, in your keyword results when you search keywords. You want to see more suggestions because it's like really important that you keep growing your keyword list. You want to see the competition and you also what to see the Pay-Per-Click price.

Kendra: Oh okay.

Stephanie: And this is something a lot of people use to create online ads. So you know they want to advertise in Google, it will tell me how much it's going to cost me to advertise for that keyword. But for organic search, that gives you a very good idea of how much money that keyword is making. And of course, you're not going to pay for it because you're going organic. So if you actually choose the keywords that have a high Pay-Per-Click value, they will tend to turn to clients more easily.

Christine: Oh really?

Kendra: So a high Pay-Per-Click value is better than a low Pay-Per-Click value. I feel like I had that totally flipped.

Christine: Me too completely. I was just going to say, oh okay so you want to get the cheaper ones because those are the ones that nobody wants and those are easy [crosstalk 00:16:50]

Stephanie: And that's true if what you're planning to spend on ads, that makes such good sense but since you're going organic, you don't.

Kendra: Okay, got it.

Christine: There was another interesting thing that you said, and that was local, like local SEO. So we do have people, who have a practice. So how is their SEO different from you know people I can [inaudible 00:17:17] for example, who only work in the online space or mainly?

Stephanie: It's easier, much easier. Google is really on your side when it comes to that. So you can get yourself a Google business page, and in your Google business page, you can put everything. So you put your location on the map, you can put all your keywords and you know you can list all your services, your opening hours. If you have different locations, [inaudible 00:17:48] different locations too. And once you've done that, what Google will do is, they will actually, I actually have one, but I can't spot it right now. They will send you an envelope, with a nice Google logo on it.

Christine: I have received that.

Stephanie: That's right, you just put your pin in to confirm that the address is yours, and then from then on, you will appear in searches on the side, as a suggestion, especially when people are searching for something similar to what you do, within your catchment area. It's really good for walk-in traffic.

Christine: So I have another question. You said you put your keywords in, how do I do that? Do I imagine just like typing in a list of these words that I found out? So let's say I were to only have an office here, so if I was I, I'd go into that search engine, I'd type in 'sleep', and check what comes up, and then I'd have a list and then I'd say I want these keywords that say how many? 20, 10, 5, hundred? I don't know, what would be-? And then do I just copy paste those and I'd put them in there or do I have to write a text and weave them in? How do I do that?

Stephanie: Okay, so there's no limit to how many keywords you can use, but you should use one keyword for each piece of content.

Christine: Okay.

Stephanie: We don't [inaudible 00:19:13], that's one of my pet feeds you know. A lot of people out there are saying they still show notes, and no they don't because SEO is something you need to stay in the loop with. Like there were 3000 algorithm updates only in the last 18 months. And whenever there's an algorithm update, I go out there and I test, and I see how we can use it to get better rankings or faster rankings.

Christine: You're so smart! I'm like-

Stephanie: This is the best [inaudible 00:19:54]. There are people who have maybe done an SEO course one or two years ago and they just stick to what they learned then. That's very frustrating for somebody like me because I look at the show notes, and I'm like, stop telling me they're SEO, because they're not. But anyway. So you don't a limited amount of keywords, it depends on how much content. Well let's see if you're producing content once a week, you're going to need 52 keywords for a year.

Christine: Yes.

Stephanie: But that's how it works, one keyword for each content. Now it does have to, you know not have, to have two or three categories that you can collect them in to. So you know, decide what three topics you want to optimize your website for, both have to be connected and relevant because we don't want to confuse people or Google because they tend to kind of read the stuff more in a similar way, as time goes by. So in reality, you build your site for people, you should be okay with Google.

Stephanie: You need to have these three categories and your keywords need to be collected in these three buckets, and then, this is where it gets interesting, then at this stage, when you have these three categories, you can choose your keywords [inaudible 00:21:21] category. It can be one of these really highly competitive keywords that have a lot of traffic.

Stephanie: Over time, you will manage to rank for that, but that is sort of based on the keyword cluster or the content cluster you're going to create for that particular keyword over time. So it's about sort of [intralinking 00:21:43] and you know, and all of that.

Christine: Okay, so I still don't ... I'm still confused, less but I have this keyword, where do I put it? Does that just mean I use it once in the text? Do I have to go in the back end of my blog and put it into, I don't know, a hashtag, what do I do with the word? Is it enough to just put that in there?

Stephanie: The first thing you need to do, has just been actually proven recently. [inaudible 00:22:20] kind of, he ran a survey, with all the SEO people, who work professionally in SEO, and he basically asked them the questions about what Google says works.

Christine: Okay.

Stephanie: Verify what SEO people are actually seeing that works. And the one thing that you will hear contradictions about what has been proven to definitely be true, is that you need your keyword in the title.

Christine: Okay, good.

Stephanie: That's definitely step number one. I get it's a little bit difficult to explain without actually showing you because it's a science in reality, but I'll break it down to just give you a few pointers. So you definitely need is in your first paragraph.

Christine: Good.

Stephanie: So definitely needs to go in the beginning of your article and it does have, if you have subtitles. You know if you have five steps to make something happen, or sometimes you can even have a story and sort of draw out subtitles.

Christine: Right. And it would-

Stephanie: Sorry?

Christine: And it would be enough to just go into your blog and use that funk, like kind of highlight it and create it as a subtitle. It would recognize that right?

Stephanie: Yes, now if you have subtitles, it's good to have three or four because your keyword shouldn't go in all of them because let's say, Google can kind of break down language naturally and if I'm talking to you about something, I would maybe start off, let's say by talking about, I don't know, migraine medication. I might call it migraine medication the first time, second time, but the as we go along the conversation, I'm probably going to start using other words like, drugs or [inaudible 00:24:16] or I might use the word headache instead of migraine, even though they're not the same thing.

Stephanie: We naturally start mixing it in, so as you go further down the article, you use less of the same keyword, and more kind of synonyms.

Christine: Wait! My mind is blown. I love this so much, it geeks me out like ... [inaudible 00:24:38], it turns me on, I love it, it's okay but I think I had a [inaudible 00:24:44] once, that did it for me, that kind of told me [inaudible 00:24:48] and now and then, I don't remember when it was, I have so much stuff, but yeah, it makes total sense. It really makes sense.

Stephanie: There are tools out there that really do tell you that as you log on, tell you you don't have enough keywords, you have too much and stuff like that, but from my experience it takes you really long to finish [inaudible 00:25:07].

Kendra: I feel like with Yoast, you're trying to get the green smiley face. I only ever get like the orange, flat line mouth, where it's like mm. It's okay, but it's not good and I'm like, I don't know how to get that smiley face.

Stephanie: Indeed, indeed, perhaps that's why it's good to know what works, so I'll tell you what I do.

Kendra: Okay.

Stephanie: I of course, I also have an agency with my husband, so I've been taking care of the content team there, and I don't participate so much in the execution of the work, but I still participate in the strategy, I mean the evaluation. So it does have me sort of keep my finger on the pulse as to what's working and what isn't. And it's good to keep track of what works, and sort of use it as a step by step sort of guideline or a [inaudible 00:26:09].

Stephanie: So because these things change over time, we have internal guidelines in the agency, and which I also share of course, with my clients. But I update them more or less every two to three months, so there isn't a formula that's always going to work.

Christine: Yeah agreed, and I just found my software, and it's called, it used to be called Webtext, but it's called TextMetrics, and it would just basically tell you, okay enter highlight here, enter header here, and you would give it the first keyword, and it would give you synonyms and things like that, and it would tell you how to optimize it. It would take a little bit more time, but I'm just actually realizing that page scores is like 94 and stuff. That one of my most popular blogs ever, I actually did with this thing. So I probably should have stuck with it. Oops but well, I use my text now, like it's basically the transcript of what I do and video so we probably have to tweak it a bit, but I am super fascinated.

Kendra: I have a quick question, so in regards to our podcast show notes, because we were briefly talking about show notes there, we just take the transcript for our episode and upload it into the blog post. Is that good or is that bad or should we actually have our podcast manager summarize the episode and just do the main points? What do you think would be better from an SEO perspective?

Stephanie: What I recommend is to actually do both. So it's good to have your transcript page, with your podcast in it, and the reason is that, voice searches on the rise, and in fact you have your podcast, and you have your subtext and what's happening is that Google has in the last I believe, I think it's been around for about not even six weeks. So what I've started doing is, Google actually goes in the podcast and transcribes it and puts it in the searchable code of your website, so Alexa and Google Home can find it.

Kendra: Cool.

Stephanie: But the two [inaudible 00:28:31] automatic one, is really bad so far compared to transcription tools like Rev.com and if the transcription's still quite bad, what does one improve?

Stephanie: So it does help to have your own transcription, because Google is going to start using that more and more now, but only to serve your audio.

Kendra: Okay, right.

Stephanie: So if you're trying to rank, in order to grow your list, and to serve your freebie and to get them into your super fast funnel, [crosstalk 00:29:03]. So make a good freebie, [inaudible 00:29:08].

Christine: It was a great freebie, on our podcast homepage, right, 360healthbizpodcast.com, there's an awesome freebie on there. And our followers, one email.

Kendra: One email.

Stephanie: See what I mean? That's all you need. All you need to do is ask.

Stephanie: Great, what you can do then is, you can get your transcription and turn it into an interesting blog post and that gives you, you know, just gets the ... And probably add more information. See this is something I do with my lives. So, I do lives and of course people like to absorb things on video, but they also read, and we think people don't read, but when you see people walking down the street like this, they're reading, they're not watching video and walking. It's a very likely [inaudible 00:30:02].

Stephanie: People do read, so what we need to do is make sure that they stay on the page. So to have something that either a specialist or something somebody said on the podcast, and then always add more information. I always do this. There'll always be something that I can't expand on, like for instance, we talked about tools today.

Kendra: Yeah.

Stephanie: We talked about ones that, I don't know, if you broke that down-

Kendra: I know I keep bringing that up.

Christine: She's not letting go.

Stephanie: I do have a one step for her though, it's a little more complex than that, but if you actually put more information there, and people have a reason to go to your website, then you have the opportunity to serve them your freebie or to get them to jump on your newsletter. So it's one of those things and if people just watch the podcast and they're just happy to just do that, it's fine. If they want to take it further and go deeper, then you take them to a different page.

Kendra: True.

Stephanie: Yes.

Christine: Sorry, I needed to sneeze. Now that is a very good point, that's a super great point actually. So one more question that I have is, for me was, SEO was mainly on a blog and then you can add hashtags. I know that Tamara, bless her, I love her so much, she just looks at what I've been talking about and then she includes often the same hashtags and then some that are related. She makes them up to what I was just talking about. Is that worth it? Should you just add one hashtag then? Is it working at all?

Stephanie: Well, first of all on blogs, we call them tags, not hashtags.

Christine: Sorry.

Stephanie: I'm just making sure we're talking about the same thing.

Christine: Okay.

Stephanie: Because if you use the hashtag then you put it on social media, but on the website, you just put a normal tag because if you put the hash in front, and some people do that, then it's not a word, kind of thing.

Christine: Interesting. Got to check. Okay.

Stephanie: I'm pretty sure if you just put [inaudible 00:32:27] normally so, it's just this tag, and you put it in and the words just does whatever it does with the tags. It does help to have one or sometimes two, but I'll tell you a very good place to store them actually. The best place to store it is on Google itself. So you know if you go in to Google and you type, I don't know, can't sleep,

Christine: For example.

Stephanie: That's right, you're going to find a lot of, you get your ads on the top and you get your results, and at the very bottom, you scroll down, you'll see that it gives you related searches. And those are the topics that Google has already connected you to that particular keyword. So if we give Google that connection, it's going to find it easier to understand that you're, you're [inaudible 00:33:20], if so you could call it.

Kendra: Yeah, that makes sense. Okay, so I'm looking at this right now on Google and so I'm seeing it right at the bottom, searches related to can't sleep. And then it has, I'm tired but I can't sleep, things to do when you can't sleep, can't sleep anxiety, can't sleep thinking too much. And then it actually tells me, and it's probably because I have some plugin on here, but it tells me the cost per click.

Christine: Oh it does!

Kendra: Yeah, I think I have keywords everywhere on here, maybe, but it tells me the cost per click, and I'm looking at how to sleep fast in five minutes and that's 29000 per month. So that's if I'm doing organic traffic, maybe I should use that as a keyword? Is that kind of, am I thinking about this properly? This is amazing.

Stephanie: It sounds like a good keyword. You also need to check your competition.

Kendra: Right. How do I do that?

Stephanie: Using the keyword tools.

Kendra: Okay. And I don't want too much competition, so I want to hide price tag but I don't want to have too much competition, ideally.

Stephanie: What you want to do [inaudible 00:34:23] hide price tag, it doesn't mean [inaudible 00:34:30] keyword, but starting with [inaudible 00:34:35] helps because what happens is, remember we spoke about the categories that we have. We have one keyword at the top, which is high competition and high return probably. What we do is and you have your keywords within that cluster, in that category, that ideally are low competition. And what we want to do is, we want to rank those because they will push the rank for the whole keyword cluster and help you add the top keyword in the long-term.

Christine: Got it. Yeah, so you have this little army of low ranking keywords, pushing your high ranking keywords amongst the competitors who through a lot of money at it, right? And you come from the underground, as a renegade thing, I like that. I can live with that. I can work with that.

Kendra: I have another question too, so I'm looking at these searches related to can't sleep, and there's one that says, what to do when you can't sleep and are bored, and it says zero per month, and then zero dollars. So when it says zero, does that mean that people aren't actually searching for that or should I ignore that, or is that good?

Stephanie: If it says zero, it depends obviously if your tool is referring to the price, because it could be just, if it's a greater price, then it might still be a good keyword, if it has traffic and low competition. It [inaudible 00:36:01] necessarily have Pay-Per-Click, because if it doesn't have Pay-Per-Click, all it means is that, there isn't a product or service that it very closely connected to it.

Kendra: Right.

Stephanie: But it doesn't mean there's no interest. So you know you could get a lot of traffic that jumps on your list from that, even though maybe they're not ready to buy a product. A lot of these keywords are actually selling products that you can just click and buy.

Kendra: Right, interesting.

Christine: I didn't know which video to do today, I'm going to do the video about what to do when you can't sleep and you're bored. [inaudible 00:36:36] figure out if this is going to bring in gazillions of billions.

Kendra: Well, it's a good topic, because when I can't sleep, I'm pretty fucking bored.

Christine: Exactly, and you also find that for a lot of people, it's physical and in that case, I could actually make something smart out of it.

Stephanie: That's a good idea. That's really how I became programmer, through insomnia. I got like my first non dial-up connection, and there were other people awake on the other side of the planet, and I was like yay!

Christine: No Stephanie, that's not how you're supposed to do it.

Stephanie: This was like two decades ago.

Christine: So we've got the blog covered. I understand. I understand how to structure it. I know what keywords to prepare for for next year. Got it, I'm ready. Now you also said that you can use it for social media. So, Kendra and I and people who've been listening hopefully to our first or second episode, have the same structure of where we use one piece of content and then, similar to you, what you do, we do a live, we'll video and then we do a transcript that we form into a blog post and we use it on podcast, audio, we use it on our Instagram, we use snippets for Facebook, for Twitter and so forth and Pinterest, so those are, we basically go out and use YouTube and use all our social media platforms with this piece of content. So how do I do what we've just discussed for the blog, for other social media platforms? It seems obvious to me that for something like Twitter, I literally use the hashtag, how would I implement this for YouTube or Instagram or Facebook? Is it the hashtag thing or is it just embedded in the content?

Stephanie: So, probably the most important one would be YouTube. Now, with YouTube there's actually a lot of SEO experts will tell you to [inaudible 00:38:50] your work in the very beginning. Because YouTube is great because when you change something, you can see instant changes. So if you want to test a keyword or see how a video is ranking, you know Google kind of copies the internet and indexes it and you know it's not live, it takes a long time to work through the date, but YouTube is live. So you can see the changes really quick.

Christine: Very cool.

Stephanie: On the other hand, I have also heard, I'm not a YouTube expert but, I do follow a lot of SEO people so, I hear a lot about YouTube. And after you publish a video and you change the title, apparently YouTube does not change it in its database, so you have to make sure you publish it with the right title, right away.

Christine: Okay.

Stephanie: So that's definitely something I would, I've been cautioned to do.

Christine: Don't fuck up the title. Got it!

Stephanie: No, keywords, you know so you'll see a lot, including on my channel where you have the keyword, like you know, I don't know, blog traffic and then how do I grow my traffic? So that's because the keyword works better in the beginning and you can't always make sensible sentence out of it.

Christine: I love that! That's hilarious, you just take your keywords, dinner and then a subtitle. Yeah. Works.

Kendra: I love it and I love YouTube. YouTube has actually worked really well for my business. I realized the power of it when this one video, that had really low production value, but the content is good, got over, I think I have almost 40000 views on it and like, pretty much when I was doing primarily health coaching, all my clients came to me through that one video. And I was just like, okay there's something to this. And that video is three years old and people are still contacting me for it, even though I don't really work in that space anymore, so I think it can work really well for you, but yeah, I think it's a really good point that YouTube is also a search engine, and I like that it works so quickly and I didn't realize that Google took so much longer but yeah, with YouTube, if you can get a video working for you, it can bring people into your business for years.

Christine: Great! And it's random, like last time someone found me because I did a review in partnership with Timeshifter on their app for Jet Lag with the Summit 2 watch from Montblanc, and he was like, I was looking for reviews, and I found this YouTube Video, and I was like, this lady has a lot of time, and then I found an article, and I was like, I know this lady! And it was basically my blog post, and he was like, what is this lady actually doing? And he wrote me an email, to tell me how cool he found my website and all of that kind of stuff. It's just so cute, and it's just to show you have YouTube, all of these things are working together, It's mind boggling to me.

Christine: So don't fuck up the headline. What else can you do?

Stephanie: Well you need to leave quite a long description ideally and in YouTube, a long description using your keywords again, optimize it, pepper it. And also, try not to make it a direct transcript of the video.

Christine: Got it.

Stephanie: I see lots of people do that and I don't think it ... it doesn't come across as what a description should be.

Christine: Got it, yeah.

Stephanie: And another thing that really helps is playlists. So you can add your reviews to playlists, to your own, and you can also have playlists where you have your own reviews and other people's. So if you want to appear next to Jodie Spencer's videos, then you might create a [crosstalk 00:42:28], a playlist with his keywords. Now it's not necessarily going to happen quick because in order to be the featured video, it does help to sort of hint with playlists, as to what kind of content you want to be served for but in order to be served as a featured video or a suggested video, you need to have that kind of, like you mentioned Kendra, you know your video was doing really well, and when they see that it's kind of doing really well in the beginning, then they kind of help it, because it starts being suggested and featured, so it keeps ranking.

Stephanie: I also find that I've got like, I don't really use YouTube much, I use it mostly to share videos with clients and sort of thing, but I have one video that ranks in Google, and it's got thousands of views. And people do get in touch with me although, again, it's about a tool that coaches use, which is Zoom, but it's not specifically about what I do.

Kendra: Right.

Stephanie: It can be very powerful.

Kendra: Yeah, agreed. So I want to ask if you think this is a good strategy, because this is what I do with my YouTube videos, I usually pick like 10 tags. I use an app, or a plugin called TubeBuddy, which helps me search and determine, which are like, it gives a word a weighting. Like I'll type in like fatigue for women, or something like that, and it will tell me, fair, good, like is that a good option for keyword, so I'll do like 10 tags and then what I'll do is I'll just create a description, using each tag.

Kendra: So my description sounds really robotic, because I'm just using the tags, but I get every single tag in the description, and I feel like nobody really reads it anyways. Do you think that's a good strategy?

Stephanie: It sounds like a good strategy. I can understand, it sounds a little bit humorous, but yes, there are a lot of tools out there. There's keyword research tools that you can use specifically for YouTube.

Kendra: Yip.

Stephanie: Sounds like a good one. Yes, you can definitely use more than one tag in YouTube, so you don't have the one keyword rule in YouTube.

Kendra: Okay, got it.

Christine: I'm going to go and read Kendra's descriptions now, just to [crosstalk 00:44:59]. I still read descriptions actually. I'm one of the weirdos who watches the YouTube videos and then clicks, first of all to see when the date was, and then I'm reading the description. I'm such a weirdo.

Kendra: That's amazing.

Christine: Okay so we have blog post and then our best friend, Google. We have YouTube. We discussed show notes for podcasts. Well, Twitter I guess a little bit with hashtags. Any of the other social media platforms that you know are really great, like Pinterest or something like that? Pinterest is like this underdog thing. I find that some people are-

Kendra: So people are crushing it on Pinterest.

Christine: Crushing it on there. So is that something you know about?

Stephanie: Yes well, Pinterest, I'm certainly no expert. If I had to start doing Pinterest, I'd probably hire and expert, but I'll send you what I know about Pinterest. So, I think the strength of Pinterest is that it's 90% women. And 80% of the [inaudible 00:46:08] on the planet, are made by women, so if you're selling something, you need to be there. If you're selling something, especially that appeals to women like fashion, recipes, I'm pretty sure you both do Pinterest on a personal level, you know it's all [inaudible 00:46:28] and that sort of thing.

Christine: I might have a couple of vision boards on there.

Stephanie: So you know, we know we use it so we know how it can be effective. I do hear though that there are certain tools that I'm not aware of like you can create group boards, and you know, you can sort of get virality by having a kind of exchange of pins with other people, so that's the stuff I don't know much about, but it is also a search engine. People search in it.

Christine: Yes, agreed. I dabbled around with it like a year ago and I gained traction really quickly just by creating a specific board for sleep and sleep ideas, or best of sleep on Pinterest, something like that. And then I just had too much going on and I focused on it and I think you're right. I'm trying to squeeze Tamara to do it. I think I probably need to hire someone particularly to do it because I think it's a total gold mine we should explore Kendra.

Kendra: You know, especially because I think our audience is a lot of women as health coaches, Pinterest might be a good option for us to-

Christine: And you can get them with recipes, like sleep food or hormone food or mineral food or whatever. For me Pinterest is recipes, wedding dresses and like home décor and fashion probably, and holidays and vision boards.

Stephanie: When you think of wellness, you can probably go across so many categories that are already there. And you have a foot in each one and you're doing okay.

Christine: Amazing. Oh this is giving me hope that I can actually do this.

Stephanie: Yes you can get overwhelmed quite quickly but I do have a solution for overwhelm actually, and I'll give away a little trick that I use, and you can call it laziness.

Stephanie: Or we could call it prioritizing, you know [inaudible 00:48:41] priority.

Stephanie: So the core, I believe the core of any online marketing strategy should be to build the traffic in the long-term and it depends what you're selling and what keywords you're using because I have clients that hit the first page of Google, in three weeks.

Christine: Wow! So like on the first page, if you look for sleep expert, and especially sleep [inaudible 00:49:08] adults, I'm number uno.

Stephanie: There you go. So you know, it can be easy, or it can be hard, depending on what you choose, but this is something you can learn quite easily. The good thing is that once you have that content, even if you're in an industry, maybe you haven't chosen fantastic keywords, or you're in an industry that's really competitive, you know that in six, eight months, maybe a year, you should still be seeing results. While you wait for that to happen, you can reuse the stuff that you're writing, for your social media so that you can get leads right away.

Christine: I have a question! So, as everyone, I am having trouble finding new content ideas because I wrote a blog post about pretty much everything that I can think of, and is it a good idea, because I know that Google want to be fresh and everything, so should I for example, write a completely new blog post, let's say parasites and sleep, do I write a completely new blog post, do I edit my old blog post, do I keep my old blog post or do I delete it and I have a new version of it? Any ideas there?

Stephanie: Okay so it depends on how much of it you're going to change. If you're just going to go in and maybe you weren't optimizing your blog post at the time, and you find a keyword for it and optimize it now, that really helps, but you're not going to change too much. Let's say you're going to change 20% of it.

Christine: Okay.

Stephanie: So, that Google sees as a positive thing, because it means that you're keeping your old content fresh, so you get [inaudible 00:50:52] for that.

Christine: Got it. Oh that's really interesting. Okay, so that would be better than deleting it and writing a completely new post.

Stephanie: It depends on how much of the information in its [inaudible 00:51:05], because if you need to change about 60% of it, then Google's still going to see it as a new post.

Christine: Okay.

Stephanie: So you might as well write it from scratch, optimize it properly, maybe try different title if it wasn't ranking. It might help you to go completely fresh if you're going to change, because Google will still see it as a new page.

Christine: Okay, okay I got it. Food for thought. I've been keeping them because I was just like, who on earth is going to go through all my blog posts and read all of them, nobody. So I just kept them for now, but I know that Google gets also upset, if you have old stuff that you don't update, so I was like, do I upset Google by keeping my old stuff and not doing anything with it, I'm not sure. Interesting.

Stephanie: Well it all depends, you need to do a content audit. So have a look at all your blog posts and see how well connected they are to each other in terms of topics, and how well organized they are on your side.

Christine: Not at all, most likely.

Stephanie: That's the first thing you need to do. If you see that once you've categorized everything, there are some posts that are obviously not fitting anywhere and they're not really so connected to what you do, it's better if you unpublish those.

Christine: Okay, got it. It's all in my 2020 bucket for now, but I think have an idea.

Christine: Good. Super helpful!

Stephanie: So, there is one trick that I wanted to share with you. Well connected to the question about social media before, because I think there's one little powerful thing that a lot of people don't know about, and you know Facebook, LinkedIn, all the social media platforms, they're the highest ranking platforms on the planet. So they have a very high authority, which means that if you get links back from them, they're going to count. They're going to count to give you authority and these days, search engines also read how much engagement you get when you post on social media, so it's definitely a plus.

Stephanie: Now what can really help as well is, when you're linking something back to a particular page or to your website, if you're using the keyword that you used in that particular page, in the text that's actually linking back, then it's going to have Google understand what you're about even more.

Christine: Right.

Stephanie: Because of course it's other people talking about you.

Christine: Right, got it!

Stephanie: Google of course, like anybody, you believe what other people say about themselves. Google believes what other people say about you, more than what you say about yourself basically.

Christine: Interesting.

Stephanie: Which is a very human thing to do.

Christine: Yeah, totally. Makes sense.

Stephanie: So everything that gets pushed out there, just make sure it's got the right keyword, or the right topic, and you know, you don't have a post that's talking about something really like, I don't know, we don't sell medication. Don't talk about it and then link it back to your site.

Christine: Right, yeah. This is fascinating, like tomorrow's to do list has just grown! But I think this is so helpful because we throw a lot of things out there and now actually I think I'm going to stop and think for a second, before I do [inaudible 00:54:54].

Stephanie: There's a very good tool, that allows me to do all of this from my website. So I actually don't go anywhere, to social media, I don't go to any tools to schedule posts. I just do it all from my WordPress site. I use a plugin called Nelio. It's N-E-L-I-O.

Christine: Okay.

Stephanie: What it does is, once you've finished writing your blog post, and you've put in all your images, you've optimized it in Yoast, it's got a very nice button called, Auto-fill my Social Media.

Christine: I do like that.

Stephanie: And what it does is, say I've connected it to all my social media. It doesn't work with Instagram, because most automatic tools don't because they're always disconnecting, but it works with everything else. It's got a Pinterest option as well, which I'm waiting to use. I haven't used it yet. And what it does is that you can can go in the page, you've got the post at the bottom, and if you want to add additional images for Facebook, or maybe you want to change your Pinterest picture, or you want to make maybe, I make usually my Facebook posts, I make them much longer. So you can go in an edit what it's done automatically, and then once you've scheduled your posts say to go out on Wednesday morning, a few minutes later, everything will be pushed out to social media.

Christine: Yeah, I'm using something similar called Missinglettr, that's what I use. So it just, [inaudible 00:56:27] and all but it's doing the same thing kind of.

Kendra: Interesting. Okay. Very cool.

Christine: That's amazing.

Stephanie: I love the fact that you can do it all in one page and you don't have to go anywhere else.

Kendra: I will check it out, and we'll put it in the show notes for sure.

Christine: We will, yip.

Christine: All right so, I think we've been blowing each other's minds for an hour. Yeah, my little brain is like wow!

Kendra: And I know Stephanie, you mentioned having a free gift for our people, 10 steps to more leads, can you tell us a little more about that and why our listeners should definitely go grab that right now?

Stephanie: Yes, so I have a freebie about how to get leads from your website and basically goes through all of the things that you need to have in place, so if there are a few things that maybe you didn't catch, like the funnel or you know, just to make sure you starting at least with everything in place. This is a good place to start.

Christine: Right, perfect. So if you're not a lazy as us, and you want to do it properly, then that might be a good idea to download that. So where do they go to download that, to get in touch with you and if they're like, okay I really want more help with that, or I just want someone to coach me on how to write my blogs more efficiently, and all of that good stuff, where do they find you?

Stephanie: They can find me on my site which is stephaniefiteni.com.

Kendra: So spell that for us maybe because there's so many ways of spelling Stephanie and Fiteni I guess.

Stephanie: Yes, Stephanie's with a PH so it's S-T-E-P-H-A-N-I-E and Fiteni is F-I-T-E-N-I.

Kendra: Perfect, so you can find Stephanie there.

Christine: Well I thought this was worthy, at least five stars on [crosstalk 00:58:19].

Stephanie: I agree, I agree.

Christine: So a good keyword here would probably be SEO for Health Coaches, you know, I'm just brainstorming, we'll implement immediately what we've learned, see.

Stephanie: [inaudible 00:58:35], we've got to check.

Christine: So thank you so much for this. Seriously this has been a lot of amazing content that you've been sharing with us here. I'm really, really thankful for this, that we were able to pick you mind this way and ruthlessly ask all our questions. So thank you so, so much!

Stephanie: Oh you're very welcome, it's been great to share the information with you and I'm really happy to be here. Thank you so much for having me and I'll definitely be watching more of your pod casts.

Christine: Yes!

Stephanie: All of them.

Kendra: All of them. Well thank you so much and guys, five start review and if you guys are on Instagram, make sure to screenshot this episode. As you're listening on your smartphone, you can mention 360 Health Biz Podcast. Let us know your take aways and we'll share your story to our stories, so we can all just help each other out. And guys we will see each other in a week, with the next awesome episode. Bye!